1. A brand is creating new marketing material targeted at consumers 55+. Which of the following terms should they avoid using, as it is the least liked by consumers 55+?


Choose one of the options below.

Older adult


Older person


Senior citizen


Golden ager


Mature person


Elder


Baby boomer


Pensioner/retiree


2. A brand is sending out an e-blast. At the end of the email, which of the following calls-to-action should be used to have the highest engagement with consumers 55+?


Choose one of the options below.

Try For Free


Sign Up For Our Loyalty Program


Click to Learn More/Download Our App


Call to Learn More


Find Us In Store


Special Senior Discount


Read Our Testimonials


3. A company just launched a new product for consumers 55+. Already knowing that older adults trust friends the most for brand recommendations, what is the next most trusted source they should utilize?


Choose one of the options below.

TV


Radio/podcast


Internet surfing/blog


Social media/celebrity influencers


Magazine/newspaper


Flyers (direct mail)


Email newsletter


In-store experts


4. A brand is in the process of designing a new functional product for consumers 55+. What percentage of consumers 55+ would hesitate to buy a useful product they need just because of its appearance?


Choose one of the options below.

25%


45%


60%


85%


5. A brand is launching a new line of vitamins, formulated for adults 55+. Which of the following slogans would be best received by consumers?


Choose one of the options below.

“Fight aging and banish the effects of time with our formula that creates a better, more youthful YOU.”


“Slow down the aging process and give your body the care that it finally deserves.”


“When you feel better, you look better. Our formula for mature adults will help you be the best you can be.”


“Our luxurious blend of the highest-quality vitamins and minerals delivers a tailored product, made just for you.”


6. A brand needs to choose an image for a new ad campaign around the theme of “life after 55”. Which image would resonate the most with consumers 55+?


Choose one of the options below.

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Were you surprised what you knew (or didn’t know) about today’s Active Aging consumer?

We hope you enjoyed our quiz. There is much to discover about this group of consumers who are unlike any consumer group that has existed before. They represent decades of experiences, ideas, learning and consumer savviness with a continuing thirst for new challenges and discovery.

We offer these 5 takeaways as food for thought for those actively targeting the 55+ consumer, assessing their marketing opportunities with this group or just watching with interest:

Takeaway #1 – Watch Out for “Old” Thinking

The Active Aging consumer is “aging” differently than any previous generation. Longer, healthier lives have eliminated previous concepts of “old age”. People 55+ think of themselves much like they always have. That means they are likely to reject ageist notions that they are any less capable physically or mentally. So, treat them as they are – knowledgeable and experienced, yet also ready to learn and experience what’s new.

Takeaway #2 – The Age of Empowerment

The internet and technology are far from being barriers to older consumers. They are key tools of the trade in empowering themselves with product information, staying connected and feeding their curiosity. Brands need to be creative and inclusive in connecting with Active Agers across digital channels and mobile technologies.

Takeaway #3 – “CelebraAGE”

Brands need to tread carefully particularly when dealing with society’s negative biases towards aging. For Active Agers, aging and the experiences that come with it are to be celebrated. They are not looking to fight their age, but to embrace everything experience has given them, while being the best versions of themselves today. For marketers that means realizing Active Agers are forward thinking, throwing themselves into the future, not yearning for the past. So, help these consumers get there!

Takeaway #4 – “The Role of xxx Will Be Played By …Active Agers”

Employment, demographic and economic trends are re-shaping roles played by Active Agers. The majority plan to work after 65, many are looking to pursue passions, while others are balancing roles as caregivers (for older and younger generations). Brands have almost endless opportunities to feed their passions, to nurture their entrepreneurial spirit or work life, or to support their role as caregivers for both elderly parents and grandchildren.

Takeaway #5 – Building Generational Bridges

It has become common in society to pit generations against one another (“OK Boomer”) and to emphasize their differences. Some of the most successful marketing we see today counters this trend. Older generations are anxious to connect with people of all generations and relate well to situations that celebrate inter-generational connections. For brands this means thinking of how they can depict older and younger consumers in ways that demonstrate their commonalities and represent them as being on equal footing, sharing perspectives and experiencing things together.

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