We were asked many years ago, when the kids’ market was growing nearly everywhere, to have a look at another sector that was growing, too – and in some cases, it was growing faster than kids. This was the ‘aging population’ – and 15 years ago, these consumers were lumped in with ‘adults’ and largely ignored.
At that time, we began some basic work, and made some interesting discoveries – most interesting was the strong correlation between consumers 60+ and young people. Importantly, two of the key drivers of behaviour were similar. As a result, we embarked on a path of discovery that has been both enlightening, and incredibly rewarding.
Utilising a similar approach to our kids’ methods, we found that we could engage with and learn from the sector we have come to name ‘Prime Timers’. Just last week we worked with a group for a project that lasted two days – we experienced many things with them, had great discussions, and went shopping with them to experience through their eyes the way the world of consumer products is marketed.
Importantly we learned that they feel they are a ‘forgotten generation’ with regards to marketing messages – most messages are to kids and families. This highlights a powerful opportunity for those products, brands and companies that wish to talk to this consumer segment.
Interestingly, they are extremely confident in regards to shopping for products and services – they are not looking to be told what to buy, but more about inspiration to break routine/boredom (they are even willing to be challenged from their comfort zone).
Unsurprisingly, they do use internet a lot and are reasonably savvy – but still enjoy hands-on shopping for certain things. They tend to feel as if they are smart/canny shoppers – and though aware of ‘marketing’, are motivated by vouchers/offers because it makes them feel clever (rather than liking vouchers because of financial need).
Overall they have a real sense of ‘everything in moderation’ versus obsession with ‘nutrition’ or ‘increase in physical activity’ – they taught us that they get frustrated and confused by the myriad of mixed messages and have therefore resorted to their own definition of ‘balance’.
Most importantly, though, particularly when comparing to previous years’ experience with this consumer age group – they truly seem to be increasingly engaged in all aspects of life, and are not sitting around waiting for life to happen to them. Yes, health issues are of concern, but that is not everything – what is important is ‘living life’, and health and wellness is a means to that end.
And another thing that is particularly lovely about working so deeply with this consumer segment – they are the only group that takes the time to notice the details of the research and give genuine thanks for being asked to participate. They make us feel good for the time we spend with them – and that is incredibly warming and rewarding.