Why age-related stereotypes get us nowhere
STURM und DRANG GmbH
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Author: Tanja Willhalm, Cultural Researcher at STURM und DRANG GmbH
In today's fast-paced digital age, marketing often relies on generalized demographic data. This approach, however, especially when applied to the age group of 50+, can be misleading and result in missed opportunities. A deep dive into the intricacies of the boomer mindset and beyond is imperative to truly understand and engage with this diverse group.
The 50-plus category comprises a massive 51% of the population, making it a market that cannot be ignored. However, the age range of this group is incredibly broad, with individuals at different life stages, varying levels of tech-savviness, different health conditions, economic statuses, and cultural backgrounds. Simply labeling this vast group as 'boomers' or 'seniors' does a disservice to their diverse experiences and preferences. Instead, successful marketing strategies should focus on beliefs, mindsets, and factors that drive their choices.
Distinct Mindsets: Alternative Individuals and Liberal Intellectual Individualists
While mindsets are typically age-agnostic, two types can often be found among boomers: The Alternative Individuals and the Liberal Intellectual Individualist.
People in the Alternative Individuals segment criticize society‘s affluent consumption and live in small to medium-sized cities. They consume very mindfully: what they don‘t truly need, they gift to others or do not buy in the first place. Their hobbies include reading, creative writing, gardening, theatre visits or handicrafts. Key traits include being autonomous, health-conscious, minimalist, and highly educated.
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The Liberal Intellectual Individualists are the creative, freedom-loving old-68 avant-garde. Throughout their lives, these people aspired to a highly individualized lifestyle, characterized by cosmopolitanism and freedom. They are freedom-loving, tolerant, ecology-conscious, and continuously seeking knowledge.
Given the array of mindsets like the "Alternative Individuals" or "Liberal-intellectual Individualists," it's clear that boomers can't be boxed into one singular category.
?With mindsets that prioritize authenticity, sustainable consumption, and knowledge-seeking, brands must engage in meaningful and genuine communication. It's not about selling a product; it's about resonating with values and lifestyles.
Whether it's the minimalist approach of the Alternative Individuals or the freedom-loving ethos of the Liberal-intellectual Individualists, marketers need to highlight how their product or service complements these lifestyles. Does your product promote sustainable living? Does it offer an avenue for exploration and learning?
Using narratives that resonate with their life stages – be it handling (pre-) retirement, experiencing the empty nest phase, or caring for grandchildren – will make the message more impactful. It's essential to weave stories that boomers can see themselves in.
Case Studies: Effective Boomer Marketing in Action
The Toyota Venza’s “Keep on Rolling” commercial features an adult child commenting on her parents' perceived inactivity on social media, juxtaposed with scenes of the parents actively engaging in their favorite outdoor activities. This cleverly crafted narrative portrays the desires and aspirations of the couple as remaining active and vibrant and independent in their later years. The ad reinforces this aspiration, countering the stereotype of Boomers being old, immobile, or technologically inept. Instead, it's the adult child who is depicted as being consumed by the distorted reality of social media, subtly critiquing the overemphasis on digital life.
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Xbox's "ReBoxing" initiative creatively encourages users to pass on their used consoles to older family members, bridging the generational divide through gaming. This program not only introduces a new form of entertainment but also fosters meaningful connections with younger relatives, combating social isolation. In an era where technology often separates age groups, "ReBoxing" showcases the unifying potential of digital platforms, proving that with thoughtful application, technology can connect generations in engaging and socially enriching ways.
Boomer-specific marketing, when viewed through the lens of mindsets, calls for a deeply empathetic, authentic, and tailored approach. It's not about age; it's about understanding the multifaceted lives they lead. Brands that can tap into these intricacies stand to build deeper and more meaningful connections with this influential demographic.
Stay relevant in the future
Discover the key to engaging the 50+ audience through tailored insights that highlight curiosity and life's adventures. Transform your marketing approach to capture the essence of this dynamic demographic. Partner with us to craft a strategy that makes your brand resonate and thrive.
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Author: Tanja Willhalm, Cultural Researcher at STURM und DRANG GmbH
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