Effective Communication with our Aging Population

• Published in: Business horizons 1989, Vol.32 (1), p.19-25
• Main Author: Schewe, Charles D.
• Format: Article
• Language: English
• Subjects: Aged consumers; Communication; Demographic aspects; Effectiveness; Elderly consumers; Market strategy; Marketing; Marketing communications; Marketing management; Older people; Population; Target markets
• ISSN: 0007-6813; 1873-6068
• DOI: 10.1016/0007-6813(89)90019-0

The fastest growing segment of the US population is 85-plus. Those 65 and older have less cash income than younger persons but control more than 50% of the nation's discretionary income and hold 77% of all financial assets. Older citizens now are more active and are better educated. Marketers are starting to meet the opportunities this population offers, but communication can be difficult. Underlying principles for reaching this target include portraying a positive image, using a younger age referent, and emphasizing social companionship. Physiological changes, especially in eyesight and hearing, affect good communication. From an understanding of these changes come some important directives: 1. Keep the messages simple and their contents familiar. 2. Use rational rather than emotional appeals. 3. Employ pictures and other visuals to enhance learning. 4. Assist memory-related tasks by offering instructions for message storage. One example of a marketer that is paying attention to the older market is Selchow & Righter Co., which developed a version of Scrabble with 50% larger letter tiles.