Marketers Must Rename "Seniors"

There is a fundamental problem that copywriters face in writing copy or content aimed at the 60s and 70s demographic. They need to find a new word for describing this age group, because the words in common use are starting to sound overworked and in some cases they even cause real irritation.

Is anybody a Senior?

For instance, the word “Senior” will cause anybody in their 50s, 60s or 70s to shy away from the product or service you are promoting. These age groups do not see themselves as Seniors and yet the word is quite commonly used to describe them. It is not uncommon to find the word Senior across all types of advertising — print, digital and electronic, although print is probably the guiltiest. In a pilot launch of a magazine we offered a free copy of a publication to 200 adults in shopping centres who appeared to fall into the 50 to 80 age group. The publication had the word Senior in its title. Nobody less that 70 even looked at it, let alone accepted it. No — I tell a lie — one 50ish lady took it, “for her mother”! Only those who appeared to be 75+ stopped and accepted copies.

In the 50s, 60s and even 70s age group, being referred to as a Senior, even causes offense. So it is very surprising how many products that are aimed at the 60 to 70 year olds carry the word "Senior," in their brand name, in advertising copy and in articles and promotional content.

Different For Some Cultures

The one situation where it makes sense to use the Senior word, is if your target markets are cultures, particularly Asian cultures, where seniority of age is respected to a high degree. So unless you are preparing copy for a predominantly Asian demographic or for the 75+ age group; avoid the word Senior to refer to your target market.

Navin Pasricha, Editor Australian Over 50s Living & Lifestyle Guide