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12/1/2016 Understanding and engaging the over50 generation in the digital age Communication World
http://cw.iabc.com/2016/11/29/understandingandengagingtheover50generationinthedigitalage/ 1/3
Understanding and engaging the over50generation in the digital age29 November 2016 by Sylvia Link and Kimberly Brathwaite
How often do you think about booking that dream trip to Greece,or being able to plan your day around your yoga class or lunchwith friends? Whether we’re millennials or baby boomers, weoften want the same experiences. We all think we are foreveryoung and untouchable. This is why ageist stereotypes have noplace in marketing and communication today.
Jim Grieve, the executive director of the Retired Teachers ofOntario (RTO/ERO), says that while aging can have a negativeconnotation, the truth is that “most seniors don’t feel any differentthan they did when they were 30.”
Even though baby boomers and older adults have a lot to offer, a 2013 report, “Revera’s Report on Ageism,” fromsenior accommodation company Revera, found 35 percent of the sample of 1,500 Canadians admitted they havetreated someone differently because of their age; this statistic goes as high as 43 percent for Generation X and 42percent for Generation Y.
“In my opinion, this generation still has lots to contribute—as mentors, volunteers, board members. They would nowhave time to pursue their passions, and make their mark,” says Ernest Barbaric, a digital marketing specialist whosework has been featured in USA Today, Canadian Business and HubSpot.
Margaret Coleman, a retired communicator and member of RTO/ERO, says, “We’re the healthiest, besteducated,most interested generation of retirees ever. We didn’t live through depression or war, so we are still youthful andenergetic. So, 60 and even 70 is like the new 30,” Coleman points out. “It’s a lot of fun playing with people my ownage. I’m busy, but it’s on my own terms—volunteering, traveling, spending time with family.” Coleman has taken onleadership roles in two volunteer organizations. “It’s not the splitsecond timing of work, of multitasking. I scheduletime for things that give me pleasure.”
It’s important to note that seniors “are very active and open to new experiences. These facts alone should make thisgeneration the focus of many companies,” according to TrendsActive. Unfortunately, many companies miss the boatwhen it comes to this generation.
Tara Vandeweghe, vice president and chief customer and marketing officer of Johnson Insurance, agrees thatseniors are searching for new experiences—a characteristic they share with those in other generations. “Andgenerations may be far apart in age—they’re excited by new experiences such as meeting new people and traveling.
12/1/2016 Understanding and engaging the over50 generation in the digital age Communication World
http://cw.iabc.com/2016/11/29/understandingandengagingtheover50generationinthedigitalage/ 2/3
Test your generationalknowledge
How well do communicators know how to maketheir pitch to each generation? Test your anti-ageistacumen in the questions below, based on researchdata comparing millennials, Generation X andboomers/retirees.
Which generation spends the most time online? According to Jupiter Research, boomers are not onlythe “web’s largest and fastest growing constituency,”but spend the most time online, two hours more perweek than millennials.
Which generation relies most on referrals to makepurchasing decisions? 73 percent of millennials rely on others’ opinionsbefore purchasing—from word-of-mouth referrals toonline user ratings.
Which generation appreciates discount/loyaltycoupons? Boomers love coupons and sales and 75 percent aremore likely to purchase if they have a coupon orloyalty discount. Millennials also appreciate coupons,especially if sent via mobile or social media.
Where they want to go and what they want to do when they get there might differ, but at the core is a sharedmotivation.”
“Our language is filled with so many negative references in the media, and I’m not even really sure if people evenknow they are saying it,” says Grieve. “There are terms we use to describe ‘old folks’/seniors that puts them on ashelf somewhere, and largely ignores the fact that these are contributing, wonderful, experienced human beings.”
Barbaric agrees, saying marketers should, “offer amore positive, engaged view of what life is like at 50+.Perhaps focusing on legacy, and leaving a mark.Maybe communicating the types of experiences onewould have on their ‘bucket list’—living life fully.”
Vandeweghe says that connecting to a person’s lifeexperience is key. “Regardless of age or generation,we know that people buy from brands that they feel aconnection with—brands that share their worldviewand make them feel the way they want to feel. It’sabout being attuned to the customer, being truly ableto satisfy them, and delivering on your brand promise.”
Coleman agrees. “If you want to retain us, you have totreat us right. We’re looking for experiences that makeus feel appreciated, that show they’ve thought aboutour needs, where our loyalty is rewarded, and wherewe feel we belong.”
In Grieve’s eyes, the best way for marketers to connectwith baby boomers and older adults is to get out thereand talk to them, find out what their interests are—engagement is the key.
“People don’t follow the same linear path they oncedid. Marketers and communicators need to becognizant of the huge diversity among the retireegroup. People who are over 50 have been part of thetechnological revolution and are savvier than is oftenassumed. Marketers need to look past the surface,past someone’s age. Delve deeper into their lives, theirvalues and their aspirations—because right now,people are embracing what life after 50 has to offerand are making the most of it.”
12/1/2016 Understanding and engaging the over50 generation in the digital age Communication World
http://cw.iabc.com/2016/11/29/understandingandengagingtheover50generationinthedigitalage/ 3/3
Sylvia Link, MC APR ABCSylvia Link leads marketing and communication for The Retired Teachers of Ontario, Canada’s largest nonprofit organization for the retired education community. For five years prior to joining RTO/ERO, Link worked in the education and healthcare sectors. She also teaches in the distance education program at Guelph University and conducts communication audits for Canadian school boards and educational associations. She has received numerous professional awards, including the IABC/Canada Master Communicator designation. Connect with her on Twitter or LinkedIn.
Kimberly BrathwaiteKimberly Brathwaite is a marketing and communication professional and journalist in the Greater Toronto Area. She has 16 years of experience in the industry and has worked on the editorial teams of Canadian Living, Style at Home and Good Times magazines. She is currently the editorinchief of The Retired Teachers of Ontario’s (RTO/ERO) magazine Renaissance and is the manager of marketing and communications at the organization. Connect with her on Twitter or on LinkedIn.
Filed Under: CW Observer BlogTagged With: baby boomer, generational communication, multigenerational communication
