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Strategic Partner Program

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Marketing and the older adult ICAA s Changing Way the Way We Age Campaign www.changingthewayweage.com – PowerPoint PPT presentation

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Title: Strategic Partner Program


1
Marketing and the older adult ICAAs Changing
Way the Way We Age Campaign www.changingthewayweag
e.com
2
  • Today we are going to examine
  • Why most companies achieve poor results with the
    older adult market.
  • How an organization can turn this into a
    tremendous opportunity.

3
Why do most companies achieve poor results with
the older market?
You can learn from their mistakes!
4
You have to be in the game to win it 95 of
advertising revenue goes to the under-35 age
group. Advertisers are NOT in the
game. Source Pickett, J. (2002). Marketing and
Advertising to Older People. London Help the Aged
An example of who is in the game
Jane Fonda is back in the game
5
Example In Germany Only 4.5 of the characters
in 656 ads were 60 years or older. German
marketers are not in the game. Source J
Gerontol B Psychol Sci Soc Sci. 2010
Jan65B(1)97-106. Epub 2009 Nov 23
6
Example In May 2011, MSNBC reported on a US
study showing the disconnect between fashion
magazines and their aging readers. An analysis
of editorial and advertising images reveals that
despite proportions of older readers ranging as
high as 23, fashion magazines portray women over
40 sparingly, if at all. US marketers are not
in the game. Source Journal of Aging Studies,
April 2011
7
Even in magazines geared toward aging Baby
Boomers, images collectively present a thin,
youthful, wrinkle-free ideal thats impossible to
maintain later in life. Source Journal of
Aging Studies, April 2011
8
Summary Companies fail to achieve results with
the older adult market because they are not in
the game. This is a major reason why older
adults dont buy. They dont see older adults in
product ads. And, when they do.
9
How are older adults portrayed when they do
appear in the media?
10
Researcher Julia Rozanova found that negative
portrayals of older adults in Canada (such as the
one above) and Russia far outweighed positive
portrayals. ICAA learned that a Facebook page,
End "geezerade" Campaign Now, was launched in
protest to this ad. Source Rozanova, J. (2010).
Discourse of successful aging in The Globe
Mail Insights from critical gerontology. Journal
of Aging Studies, 24, 213222
11
Apocalyptic times
News, television, film and advertising commonly
feature stereotypes that show older adults
through a lens of decline and diminished value,
emphasizing the burdens of growing
old. Source Dahmen, N, Cozm, R, International
Longevity Center , Media Takes On Ageing, 2009
12
This stereotypic view of aging creates Low
expectations of aging that extend into all areas
of life, including the workplace and
healthcare Sources Langer, E. J. (2009)
Counter Clockwise Mindful health and the power
of possibility, Ballantine Books, New York Fry,
Prem S., Keyes, Corey L.M., (2010) New Frontiers
in Resilient Aging Life strengths and well-being
in late life. Cambridge University Press, UK
Lachs, M., MD (2010). Treat Me, Not my Age A
doctors guide to getting the best care as you or
a loved one gets older. Viking Penguin Group,
New York, NY Jonson, H., Larsson, A. (2009).
The exclusion of older people in disability
activism and policies A case of inadvertent
ageism? Journal of Aging Studies, 23(1), 6977
13
The impact Older people can literally think
themselves into the grave 7.6 years early by
feeling bad about getting old. Source
Levy, B., Slade, M., Kunkel, S. Kasl, S.(2002).
Longevity Increased by Positive Self-Perceptions
of Aging. Journal of Personality and Social
Psychology, 83(2), 261270.
14
Another view of aging When aging IS depicted in
a manner that appears positive, the aim is often
to push anti-aging messages and frame defying
aging as the only example of successful aging.
15
Anti-aging
This view of aging promotes the idea that
age-related changes in physical appearance are
highly undesirable therefore, all means should
be taken to erase them. Source Lewis, D. C.,
Medvedev, K., Seponski, D. M. (2011). Awakening
to the desires of older women Deconstructing
ageism within fashion magazines. Journal of Aging
Studies, 25(2), April 2011, Pg 101-109
16
"Despite claims about pills or treatments that
lead to endless youth, no treatments have been
proven to slow or reverse the aging process."
Source US Department of Health and Human
Services, National Institute on Aging
17
Graywashing
  • Companies that produce/sell/market anti-aging
  • products are graywashing. This term, coined by
  • ICAA CEO Colin Milner, refers to the act of
  • misleading consumers regarding any purported
  • age-associated benefits of a product or service.

18
Yet another view of aging Super
Senior--This person must be healthy, wealthy and
defying aging--a distorted reality
19
Such stereotypes suggest that good old age
requires health, independence, and economic and
social vitality--reflecting the dominance of
independence, youthfulness, effectiveness and
productivity as values in Western
societies Source Rozanova, J. (2010).
Discourse of successful aging in The Globe
Mail Insights from critical gerontology. Journal
of Aging Studies, 24, 213222
20
Bad old age, by contrast, is characterized by
illness, decline, and a strain on social programs
and economies around the world
21
The truth is, individuals do not have to look
a certain way participate in extreme sports or
be free of functional challenges to
be engaged in life resilient and capable of
setting an example of well-being.
22
  •  What you can do
  • Help older adults become more visible in the
    mass media
  • Avoid ALL stereotypes, such as
  • Being a burden
  • Anti-aging
  • Super Senior

23
Instead Be real Present a balanced, realistic
view of aging-- reflecting the challenges of
getting older, while embracing the opportunities
associated with aging.
24
What does the older consumer think about how
media and marketers portray them?
25
  • Older adults notice
  • How infrequently they are portrayed in media and
    marketing
  • How these portrayals, when they happen, miss the
    mark
  • The result
  • 75 of adults over 55 feel dissatisfied with
    marketing aimed at them
  • 71 say that advertising images largely do not
    reflect their lives.
  • Sources Center for Mature Consumer Studies,
    2002 Pickett, J. (2002). Marketing and
    Advertising to Older People. London Help the
    Aged.

26
In addition, nearly two-thirds of Boomers
responding to a TV Land survey said they are
growing increasingly dissatisfied with media that
ignores them and they are tuning out. Source
TV Lands New Generation Gap Study, 2006.
http//www.agewave.com/research/landmark_tvlandGap
.php
27
  • Whats more
  • 46 often dont feel that advertising/marketing
    is aimed at them at all
  • 50 find advertising/marketing that is obviously
    targeting older people to be patronizing and
    stereotypical

28
Other research reveals
  • 75 of respondents to a survey of people ages 50
    thought that the media ignored the views of their
    age group.
  • Age Friendly survey, ICM Research, March 2009.
    ICM interviewed a random sample of 1035 people
    aged 50 by telephone between 25th March and 3rd
    April 2009. Surveys were conducted across the UK
    and the results were weighted to the profile of
    all adults 50. ICM is a member of the British
    Polling Council and abides by its rules. Further
    information at www.icmresearch.co.uk

29
  • The bottom line
  • Your potential customers are telling you that
    marketers, including your competition, are doing
    a poor job.
  • To gain their business, your marketing efforts
    need to
  • Show how you can meet their needs
  • Reflect their lifestyle
  • Make them feel you are speaking to them
  • Not be stereotypical or patronizing
  • Show you have listened to them
  • Show youre actually interested in gaining their
    business
  • and that it is not an afterthought.

30
If you want an older persons business, be
aware.
31
What is getting in the way of marketers
achieving success with the older adult?
Ageism!
Dr. Robert Butler first introduced this term to
the world in 1968. Source Dahmen, N, Cozm, R,
International Longevity Center , Media Takes On
Ageing, 2009
32
Historically, as the number and percentage of
older persons, especially the frail and demented,
increased, the perception grew that they were
burdens to their families and society. This
perception became widespread as societies shifted
from agrarian economies to industrialized
economies. Source Anti-Ageism Task Force,
International Longevity Center, Ageism in
America, 2006
33
Also contributing to ageism Deeply held human
concerns and fears about the vulnerability
inherent in the later years of life... can
translate into contempt and neglect. Source
Anti-Ageism Task Force, International Longevity
Center, Ageism in America, 2006
34
The International Longevity Centers report
documents four types of ageism   Personal
ageism Ideas, attitudes, beliefs and practices
on the part of individuals that are biased
against persons or groups based on their
age. How is this impacting your business?
35
Institutional ageism Missions, rules, and
practices that discriminate against individuals
and/or groups because of their older age. How
is this impacting your business?
36
Intentional ageism Ideas, attitudes, rules, or
practices that are carried out with the knowledge
that they are biased against persons or groups
based on their older age. This category includes
practices that take advantage of the
vulnerabilities of older persons. How is this
impacting your business?
37
Unintentional (or inadvertent) ageism Ideas,
attitudes, rules, or practices that are carried
out without the perpetrators awareness that they
are biased against persons or groups based on
their older age. How is this impacting your
business?
38
All four types of ageism can be found in the
media and marketing today. What can be done to
counter ageism's impact?
39
Dove challenged ageism through its award-winning
Campaign for Real Beauty. One advertisement and
billboard featured a 95-year-old model and posed
the question Withered or Wonderful? Will
society ever accept old can be beautiful?
40
This ad proved to be a tremendous success,
largely by tapping into societys negative
expectations of aging and making people re-think
them. Results Dove claimed a 700 rise in
product sales in the United Kingdom and 600 in
the United States within the first two months of
the campaigns launch. Source Brodbeck, M.,
Evans, E. Campaign for Real Beauty Case Study,
(2007, March 21), Public Relations Problems and
Cases Blog, Pennsylvania State University,
http//psucomm473.blogspot.com/2007_03_01_archive.
html
41
  • Counter ageism in your organization and marketing
    by doing the following
  • Learn from the past
  • Assess the types of ageism in your organization
    and within yourself
  • Challenge ageist beliefs.
  • Become an advocate for the older adult (Think
    Dove)
  • Be open to the opportunities

42
How can you turn what we have discussed into a
growth opportunity for your company?
43
Boomers are just as likely as young adults to be
open to buying new products and services
(71/71) and to be influenced by effective
advertising (55/55). Source TV Lands New
Generation Gap Study, 2006
1. Understand the market
44
2. Create effective advertising. This can be done
after you understand the market.
Doves Campaign for Real Beauty confounded
stereotypes of beauty and reaped the rewards.
Similarly, a vast market of potential customers
awaits media, marketers and businesses whose
portrayals of aging resonate with older
consumers. However, currently, marketing
messages are currently both missing and missing
the mark.
45
Missing effective marketing messages The cost
of ineffective advertising and marketing
messages is immense, from agency fees to
creative to ad placement. Action Get to know
your older customers capabilities, needs,
dreams and desires, then give them what they
want in a non-stereotypical, non-patronizing way.
46
3. Be active and in the game. An example of
lost opportunities in the consumer packaged goods
sector alone Roughly 230 billion in Boomer
sales of consumer packaged goods, or around 55
of the overall sales in the United
States. Source Nielsen and the Hallmark Channel
study in December 2008
47
4. Become an advocate for the 100 million people
who can potentially buy your products or
services. Nielsen Boomers "dominate" 1,023 out
of 1,083 categories of packaged goods. And,
they have 2.3 trillion dollars to spend.
48
Sounds like opportunities?
What will you do with them?
49
www.changingthewayweage.com
50
Game On
Thank you
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