We have a unique perspective that others don’t see when it comes to marketing to Active Aging consumers and the tremendous opportunities that exist in doing so.
Below are some examples of our thinking.
In my last month of being 54, I am more excited than ever about my future. I am working harder than I ever have in my 30+ year career and I am more invigorated than I have ever been. I can no longer offer a timeframe of if and when I will retire, especially since I am a firm believer that we have entered a new age of “rewirement”.
Recently I have been introduced to a relatively new game known as “Pickleball”. What is Pickleball? For those of you who aren’t familiar with it, Pickleball is a sport played on a badminton-sized court with the net set to a height of 34 inches at the center.
When it comes to discussing design for an aging population, conversations like this tend to drift towards the limitations that come with aging. These ‘design for seniors’ discussions typically touch on issues affecting vision and hearing, motor control, memory and cognition.
In celebration of Valentine’s Day and with romance in the air (and at your local card shop), I thought I would provide my Top 10 List of romantic movies that feature Active Aging actors. Naively I thought this would be a relatively easy task because who hasn’t seen a RomCom with some “older” actors in the past few years?
We scanned a huge number of SuperBowl ads – from teaser spots leading up to the game, digital-only spots, extended versions, banned versions and of course those aired during the game (100+ in all) – for a sense of the marketers who are showing older audiences a little love, or at least are incorporating a little age diversity.
Although some professional athletes try to hang on for a little too long (which can be a sad thing to see), it is great to see that some of our heroes aren’t retiring because their bodies have given out.
Our 2018 gift guide for people over 50: Forget the tea sets, throw pillows, thermal socks, brooches and over-sized anything that says, “you’re old, but I still love you”.
While some millennials may find this dark humor funny and even get them out to vote, I find the ad overly offensive. Creating an ad that so blatantly promotes ageism is just wrong. To suggest that the views of those in the ad are widely held by Baby Boomers and the Silent Generation is nonsense and paints a picture of older consumers that is way off the mark.
The reality is that there is virtually no relationship between age and performance. Yet, if you talk to anyone over the age of 50 (or dare I say 40) who is searching for a job, you will find that ageism is a huge hindrance in landing a new position.
I have been watching with great interest the development and launch of Latitude Margaritaville – a planned community for Active Aging consumers who are looking to live the “Margaritaville” lifestyle. This is not a retirement community, but a development that appeals to a community rooted in an interest that goes well beyond the retirement that brings them together.
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