The over-sixties: “A golden chance for lifestyle marketers”. How can you really communicate with this ‘golden’ group in the next 30 years? by Ilse van den Dungen

The over-sixties: “A golden chance for lifestyle marketers”. How can you really communicate with this ‘golden’ group in the next 30 years? by Ilse van den Dungen https://padlet.com/124421/snrjjcvg8t1b Trending topic en-us 2018-01-18 11:35:27 UTC 2025-09-24 08:21:28 UTC hello@padlet.com The over-sixties: “A golden chance for lifestyle marketers”. How can you really communicate with this ‘golden’ group in the next 30 years? 124421 https://padlet.com/124421/snrjjcvg8t1b/wish/222374972 To complete my graduate project I have researched a trending topic regarding the communication field. This blog will focus on how lifestyle marketers can truly communicate with the over-sixties (age 60 to 70)

The idea began with my father, who to his dismay is a man over sixty. He sat in front of the television growling about the commercials. Which in his point of view were too glamorous and “cool” for him to feel connected.

These complaining grunts lead to an interesting discussion. “Nowadays, marketing for lifestyle products are still focused on the younger generation. Though the communication does not fit right for the elderly –The world of lifestyle communication according to my father. As you can tell it sparked an interest for me to dig deeper

During my preliminary research, I found that the pre-retirement demographic is a large gap in the market. The main reason they have a lot to spend. Though many life-style marketers miss the market on how they reach this target group, a couple have got the memo. One could say that the missers overshadow the winners creating a target group that does not feel connected at all.

The question could be asked why this feeling of connection is so important. You could almost say “You only had one job!” As the life style products require an emotional connection. These products are used to express one’s identity (Swystun, 2016).I found out that the over sixty is a target group who also want to express their identity. Because the over-sixties have lifetime-experience, they know what their own values are, the challenge for the life-style marketers is to find out these values. (Keehnen, 2015)

If you want to find out how you can communicate with this group, you first have to find out what their needs, goals and dreams are. Also you have to know what irritates them in marketing nowadays. In a recent study Manning (Manning, 2013) found some golden values when she interviewed 40,000 over-sixties:

Be authentic: Show real people, using your products, not celebrities.
Be quirky: They are creative, eccentric and love being unique and independent.
Be real: They are seeking purpose and a journey; use real people in the messaging.
Be focused on experiences: Don’t dwell on features, functionality and price.
Involve them: Ask them to join your companies, your meetings and listen!
Be truthful: Tell this group your product will make them feel better, not look younger.
Be respectful: They are smart, educated and tech savvy. Don’t talk down to them.

The above items show that the group of over sixties want to be communicated in a way that respects their life experience. They have had a lifetime to learn from their mistakes in the past. They don’t believe in miracles anymore! Marketers should know this! The over-sixties will be triggered by a commercial, when they recognise themselves as individuals who are living life the fullest.

The conclusion is, that you have to involve this generation when you try to sell a product. You got to have a good eye for the things they find important at this moment. It’s all about feeling that they are still in control over their own choices in life. (Keehnen, 2015). The life-style marketers need to get a clear view about how their needs can be fulfilled.

I made a few questions, I would be very thankful if you could leave an answer! I’m very interested about your reactions. I would like to know what your age is and what your employment is. If you have any questions, please ask!

Resources
Keehnen, E. (2015). Grey ocean strategy (Rev. ed.). Utrecht, Netherlands: STILI NOVI.

Manning, M. (2013, December 19). Companies Don’t Know How to Market to Women Over 60 — and That’s Bad for Everyone! Retrieved from https://www.huffingtonpost.com/margaret-manning/companies-dont-know-how-to-market-to-women-over-60_b_4384452.html

Swystun, J. (2016, September 13). A Brand is Not a Way of Life: The Fallacy of Lifestyle Brands. Retrieved from https://thinkgrowth.org/a-brand-is-not-a-way-of-life-the-fallacy-of-lifestyle-brands-580ce539e94a

]]> 2018-01-18 11:35:41 UTC https://padlet.com/124421/snrjjcvg8t1b/wish/222374972 What do you think an over sixty doesn't want to hear on a commercial do you think? 124421 https://padlet.com/124421/snrjjcvg8t1b/wish/222395693 2018-01-18 12:59:08 UTC https://padlet.com/124421/snrjjcvg8t1b/wish/222395693 How do you think that an over-sixty wants to be depicted? 124421 https://padlet.com/124421/snrjjcvg8t1b/wish/222395995 2018-01-18 13:00:05 UTC https://padlet.com/124421/snrjjcvg8t1b/wish/222395995 What kind of commercials do you think over-sixties would love? Why? 124421 https://padlet.com/124421/snrjjcvg8t1b/wish/222396162 2018-01-18 13:00:41 UTC https://padlet.com/124421/snrjjcvg8t1b/wish/222396162 Other reactions 124421 https://padlet.com/124421/snrjjcvg8t1b/wish/222399749 2018-01-18 13:12:24 UTC https://padlet.com/124421/snrjjcvg8t1b/wish/222399749 s_wagenaars https://padlet.com/124421/snrjjcvg8t1b/wish/222446588 I think they do not want to hear about their age or that they're old. Also, I think they don't want to hear that they don't know anything about technology. Gr Sophie

]]> 2018-01-18 14:53:36 UTC https://padlet.com/124421/snrjjcvg8t1b/wish/222446588 s_wagenaars https://padlet.com/124421/snrjjcvg8t1b/wish/222449744 I think they want to be displayed as a generation that worked very hard to get where they are now. They are still in control of their own lives and still are able to do things and learn new things. I think they would like people to see them like that. Gr Sophie

]]> 2018-01-18 14:59:44 UTC https://padlet.com/124421/snrjjcvg8t1b/wish/222449744 https://padlet.com/124421/snrjjcvg8t1b/wish/222457629 I think that they dont want to hear that something makes you young, or it makes you feel better because they can forget about getting older. Justin]]> 2018-01-18 15:14:21 UTC https://padlet.com/124421/snrjjcvg8t1b/wish/222457629 Ilse van den Dungen 124421 https://padlet.com/124421/snrjjcvg8t1b/wish/222576726 True, over-sixties don't want to called old! But they also don't want to hear words what makes them feel young. They just don't want to be grouped in an age categoury. They want to hear positive words about what can make them happy, not what makes them more healthy or what them look younger. ]]> 2018-01-18 19:05:23 UTC https://padlet.com/124421/snrjjcvg8t1b/wish/222576726 Ilse van den Dungen 124421 https://padlet.com/124421/snrjjcvg8t1b/wish/222582259 True, you have to give them the feeling that they are in control of their own choices, because they are very picky when it comes to life-style products. And they are smart en educated. And don't believe in miracles. When a lifestyle marketer is doing the opposite an over-sixty will think that they are not taken it seriously. Involve the over-sixty so they get the feeling that they are heard]]> 2018-01-18 19:15:37 UTC https://padlet.com/124421/snrjjcvg8t1b/wish/222582259 What would you recommend a lifestyle marketer who wants to target an over-sixty? 124421 https://padlet.com/124421/snrjjcvg8t1b/wish/223372524 2018-01-22 15:20:48 UTC https://padlet.com/124421/snrjjcvg8t1b/wish/223372524 isabelm1 https://padlet.com/124421/snrjjcvg8t1b/wish/223509763 I think over sixties would love realistic commercials that fits their experience and their daily life. Not treating them as old people that are in a retirement home, not treating them as young people. Cheers! Isabel]]> 2018-01-22 19:13:02 UTC https://padlet.com/124421/snrjjcvg8t1b/wish/223509763 isabelm1 https://padlet.com/124421/snrjjcvg8t1b/wish/223511110 I think the most important is to connect with your target group, have a survey, research and try to get involved with them is most important. Cheers! Isabel]]> 2018-01-22 19:15:09 UTC https://padlet.com/124421/snrjjcvg8t1b/wish/223511110 kelseyvdn https://padlet.com/124421/snrjjcvg8t1b/wish/223948140 I think the over-sixties would prefer realistic commercials. Not the commercials where they show them a new facial cream to make them look younger and where they use a younger model. They should use real people that are sixty years or older. Companies should show the bright side of being at a certain age! Kelsey]]> 2018-01-23 18:48:52 UTC https://padlet.com/124421/snrjjcvg8t1b/wish/223948140 https://padlet.com/124421/snrjjcvg8t1b/wish/225330257 Based on real life and not to glamorous. I saw a commercial on television with a women from over the sixty surfing. It was a commercial about a vitamine brand, it wasn't realistic, gr Justin marketing employee Media Markt]]> 2018-01-27 22:39:45 UTC https://padlet.com/124421/snrjjcvg8t1b/wish/225330257 https://padlet.com/124421/snrjjcvg8t1b/wish/225330837 Keep it Real]]> 2018-01-27 22:53:23 UTC https://padlet.com/124421/snrjjcvg8t1b/wish/225330837 elinekolen_ https://padlet.com/124421/snrjjcvg8t1b/wish/225993975 I don't think they want to be classified as 'old' or 'over sixties', because 'over sixties' for instance sounds like they are expired and don't fit in the society anymore! They still want to be a part of it, so you shouldn't act like they are that much different compared to the other generations. Of course there are differences, but none of us wants to be odd because of their age :-).
x Eline ]]> 2018-01-30 09:51:58 UTC https://padlet.com/124421/snrjjcvg8t1b/wish/225993975 Momry https://padlet.com/124421/snrjjcvg8t1b/wish/226005672 People over stixty do not want to hear that they are old and that they are not capable of things younger people do. They know there is an age gap and that they are not very young, but do noet want to be told what they want and need to do because they are old]]> 2018-01-30 10:26:30 UTC https://padlet.com/124421/snrjjcvg8t1b/wish/226005672 Momry https://padlet.com/124421/snrjjcvg8t1b/wish/226006769 someone who has seen a lot in his/her life but not enough, being 60+ is not the end of the world and there is still a lot to discover.]]> 2018-01-30 10:30:07 UTC https://padlet.com/124421/snrjjcvg8t1b/wish/226006769 Momry https://padlet.com/124421/snrjjcvg8t1b/wish/226007516 Commercials of things they can do with their family or buy for them]]> 2018-01-30 10:32:43 UTC https://padlet.com/124421/snrjjcvg8t1b/wish/226007516 Momry https://padlet.com/124421/snrjjcvg8t1b/wish/226008011 Know that they still want to get more out of life]]> 2018-01-30 10:34:32 UTC https://padlet.com/124421/snrjjcvg8t1b/wish/226008011 Ilse van den Dungen 124421 https://padlet.com/124421/snrjjcvg8t1b/wish/226489349 Thank you for your reaction, true, an over- sixty has a whole life before them. And they have a lot of time because te most over-sixties start working less or go on retirement. So your right! Their is a lot to discover. ]]> 2018-01-31 10:44:09 UTC https://padlet.com/124421/snrjjcvg8t1b/wish/226489349 pleun_lenders https://padlet.com/124421/snrjjcvg8t1b/wish/226492935 I think they do not want to be told that they are old and that they can't have specific thing because they are old]]> 2018-01-31 10:57:00 UTC https://padlet.com/124421/snrjjcvg8t1b/wish/226492935 pleun_lenders https://padlet.com/124421/snrjjcvg8t1b/wish/226493259 I think they want to be seen as "older" people who still can do a lot. That they don't want to be left out, and can still be very alive. But maybe more with a twist ]]> 2018-01-31 10:58:18 UTC https://padlet.com/124421/snrjjcvg8t1b/wish/226493259 Ilse van den Dungen 124421 https://padlet.com/124421/snrjjcvg8t1b/wish/226493805 Thank you for your response @Justin, how would you target over-sixties at the Mediamarkt for lifestyle products? Do you have examples?]]> 2018-01-31 11:00:03 UTC https://padlet.com/124421/snrjjcvg8t1b/wish/226493805 Ilse van den Dungen 124421 https://padlet.com/124421/snrjjcvg8t1b/wish/226498705 Thank you for your answer. How do you think they can do that? ]]> 2018-01-31 11:19:19 UTC https://padlet.com/124421/snrjjcvg8t1b/wish/226498705 https://padlet.com/124421/snrjjcvg8t1b/wish/226526906 I'm a man, 63 years old. The things I really don't want to hear on a commercial, is that I belong to the older genaration. And therefore should be treated in an other way then younger people. I want to be taken siriously. Ton]]> 2018-01-31 13:02:42 UTC https://padlet.com/124421/snrjjcvg8t1b/wish/226526906 https://padlet.com/124421/snrjjcvg8t1b/wish/226528998 Just like others costumers. Being old is nothing special. They don't have to make an exemption for me. Ton 63]]> 2018-01-31 13:08:02 UTC https://padlet.com/124421/snrjjcvg8t1b/wish/226528998 https://padlet.com/124421/snrjjcvg8t1b/wish/226530118 I commercial in the nature, with beautifull seroundings. A feel-good commercial. Ton 63

]]> 2018-01-31 13:11:04 UTC https://padlet.com/124421/snrjjcvg8t1b/wish/226530118 https://padlet.com/124421/snrjjcvg8t1b/wish/226531222 First you have to talk with us. Try to find out which product we like and why we like them. What triggers us and what we really dislike. A good marketeer can ask the right questions. Ton 63 ]]> 2018-01-31 13:14:16 UTC https://padlet.com/124421/snrjjcvg8t1b/wish/226531222 https://padlet.com/124421/snrjjcvg8t1b/wish/226532527 Their is a special television channel for older people called Max, they have a lot of viewers. Why don't the marketers create commercials special for that kind of channels? Ton 63]]> 2018-01-31 13:17:16 UTC https://padlet.com/124421/snrjjcvg8t1b/wish/226532527 Ilse van den Dungen 124421 https://padlet.com/124421/snrjjcvg8t1b/wish/226612936 Thank you for the tip @Ton, good idea. @Justin, I read that you are a marketing employee. what is your opinion about the question of Ton?]]> 2018-01-31 15:29:52 UTC https://padlet.com/124421/snrjjcvg8t1b/wish/226612936 Ilse van den Dungen 124421 https://padlet.com/124421/snrjjcvg8t1b/wish/226619076 Thank you for your response @Kelsy, What do you think the bright side of being a certain age is? And how do you think a lifestyle marketer can highlight those sides?]]> 2018-01-31 15:38:51 UTC https://padlet.com/124421/snrjjcvg8t1b/wish/226619076 Ilse van den Dungen 124421 https://padlet.com/124421/snrjjcvg8t1b/wish/226625167 Thank you for your response, What do you think of the commercial @Justin saw on the television about an over-sixty who was surfing?]]> 2018-01-31 15:47:11 UTC https://padlet.com/124421/snrjjcvg8t1b/wish/226625167 Ilse van den Dungen 124421 https://padlet.com/124421/snrjjcvg8t1b/wish/226638765 Thank you Eline, What do you think the differences are between the other generations?]]> 2018-01-31 16:07:12 UTC https://padlet.com/124421/snrjjcvg8t1b/wish/226638765 124421 https://padlet.com/124421/snrjjcvg8t1b/wish/226660842 I think this commercial is to excessive, I don't think an over-sixty like to go surfing! Maybe a few people. So yes there is a difference between younger and older people. I think younger people would like to see commercial of someone who is surfing. Someone who is 60+ don't like it I guess

]]> 2018-01-31 16:40:52 UTC https://padlet.com/124421/snrjjcvg8t1b/wish/226660842 elinekolen_ https://padlet.com/124421/snrjjcvg8t1b/wish/226967835 People of 60+ are more brand loyal compared to other generations. Aside from that they pick a brand based on emotions and they prefer good service :-). ]]> 2018-02-01 10:46:28 UTC https://padlet.com/124421/snrjjcvg8t1b/wish/226967835 https://padlet.com/124421/snrjjcvg8t1b/wish/227305174 I think it is a very good idea. Since over-sixties still use traditional media a lot besides new media. So television is a powerrful resource to reach over-sixties. Therefore, focussing on networks and programs which they watch a lot is very smart, I think. Put your commercials there and the chance they'll see your commercial will be very big!]]> 2018-02-01 22:08:52 UTC https://padlet.com/124421/snrjjcvg8t1b/wish/227305174 https://padlet.com/124421/snrjjcvg8t1b/wish/227306250 We don't do that at Media Markt, because of our very broad target group (8-80). May be that's our way, to target a broad group. If we did narrow it down, I'd use real people, who easily tell them how it works and avoid telling them it'll make them healthier or whatsoever.

]]> 2018-02-01 22:13:12 UTC https://padlet.com/124421/snrjjcvg8t1b/wish/227306250 kelseyvdn https://padlet.com/124421/snrjjcvg8t1b/wish/227722318 The elderly are often wiser, because they have already experienced a lot. Kelsey]]> 2018-02-03 08:10:50 UTC https://padlet.com/124421/snrjjcvg8t1b/wish/227722318