A message from our CEO
on his 55th Birthday.
If you have been following these last few weeks you’ve seen me eagerly preparing to meet society’s expectations of someone who’s 55.When I went to bed last night, I felt fully prepared to face a new life with all the limitations and barriers that society says we’ll face when we are old.Today is the big day. Today is my 55th birthday.But a funny thing happened when I woke up today… Nothing had changed.I looked and felt the same way that I did yesterday. I hadn’t lost any of my abilities, my desires, my motivations. And there’s a good reason for this. Today I joined the ranks of all the others who will turn 55 this year, the vast majority of us will be Active Aging consumers. We’re part of over 70 million Active Agers in North America who are healthier, and have more time and money to spend that any 55+ group that has come before them.I am looking forward to the future more now than I ever have before.My mission is to break the myths and crush the stereotypes and stigmas associated with aging.At Age of Majority we are doing that every day by working directly with marketers and businesses to help them recognize that Active Agers are a target market that is being ignored and underserved. We think that we can ultimately help to change false societal assumptions, while helping businesses increase their bottom line.So, if you are an Active Ager – follow us on our social channels, get in touch, we’d love to hear how you are thriving past 55.So, here’s to the future, and hat’s off to all the Active Agers out there.
Age of Majority
April 18, 2019
View Jeff’s preparation for #Turning55 in our video series below:
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who we’ve helped
Expanding the Market for Element Nutrition
We helped nutraceutical company, Element Nutrition, significantly broaden its potential market in preparation of their launch of an innovative protein-based brand formulated to prevent muscle loss in individuals over the age of 40. Based on consumer insights captured around health and wellness attitudes and behaviours, we identified a much larger market for the new brand than was originally anticipated by the client, along with findings that fed directly into the development of everything from product packaging, messaging, imagery and the overall marketing plan.
Engaging Active Agers/Motivating Purchase for Atlas Care
With a large percentage of its clients within the Active Aging consumer space, AtlasCare Heating & Cooling was experiencing flat growth in demand for its home service offerings. We executed a multi-faceted marketing program using search, programmatic, enhanced web design, content and navigation, radio and TV sponsorships, direct mail and e-mail marketing to engage and motivate higher income Active Agers. Our educational approach with information-hungry mature consumers built brand loyalty, while targeted promotions drove a more than 100% year-over-year increase in demand for select HVAC services. Qualitative research also identified new ways of communicating with the company’s core Active Aging customer, including via text and online chat.
Inspiring Active Aging Consumers
We helped RBC inspire the Active Aging consumer to start thinking about their retirement differently by driving awareness and education to support the Retirement Designers Program. Research and insights informed our strategy of reaching this target through content and media they were already consuming and through spokespeople and influencers that would truly resonate. Rather than relying on financial news outlets and experts (who they often found intimidating), we created content with influencers and spokespeople that tapped into the AA’s passion points – travel, home renovations, décor and hobbies – encouraging them to consider how they could spend their retirement hours pursuing these passions. By sparking this interest, we were able to drive them to a branch or on-line to experience the program.
Driving Healthy Sales of California Prunes
We helped California Prunes generate awareness among women aged 45+ of the bone health benefits of prunes. Women in this age group are more likely to develop Osteoporosis and have higher rates of bone loss than other segments of the population. By leveraging our long-standing strong relationships with dietitians and other relevant influencers as credible third-party spokespeople, we increased sales revenue of California Prunes by 8% in just one year.
Generating Funds for Brain Health Research
We helped Women’s Brain Health Initiative (WBHI) create a highly successful sponsorship package, that educated potential donors on women’s brain-aging disorders. While much of the research on brain health still focuses on men, 70 per cent of new Alzheimer’s patients are women and they are twice as likely to have strokes or develop dementia. With our in-depth understanding of older women dealing with the challenges associated with brain health, our efforts enabled WBHI to generate funds for scientific research on women, as well as for educational events and seminars and for newspaper inserts that drew attention to this cause.