With advances in the medical field and health awareness, people are living longer now than ever before. With the median age of death ranging from 81-85 years, the percentage of people over 50 is growing. As a business, it’s important to recognize this part of the population when looking at marketing because they have more disposable income than their younger counterparts. In fact, the over-fifty population controls an estimated 77% of all financial assets in the U.S.

 

When marketing to an older audience, there are a few key things to remember: 

 

• 50 is just a number. Most people over the age of 50 are still very active, work, and have good health. They pay more attention to ads featuring people who look like they feel.

 

• As we age, so do our eyes, so make sure to use clear fonts with at least a 12-point font size.

 

• This group of people is more interested in how you compare to your competition. They read data-driven materials.

 

• People over 50 not only use the internet regularly, but they also make online purchases.

 

Many businesses spend a lot of time and advertising funds trying to engage the younger Millennial and Generation Z audience. By focusing their efforts on this demographic, they miss out on a huge population segment that has spare time and money to burn. To make sure you reach this audience, it’s essential to know what technology they use, how they connect with people and businesses, and the complications they may need to overcome to interact with you both in-person and online.

 

Adding accessibility features to your website can help aging customers who need help seeing, and keeping your menus simple and easy to navigate will help build trust for your brand. Understanding that the buttons on your mobile versions of your website should be large and simple to touch will overcome the obstacle of adding items to a virtual cart or navigating your site. Also, keep in mind if you have a physical storefront, make sure signage is clear and easy to read, and doors and entryways have accessibility features in place.

 

When running ads or adding images to your website, make sure to include people in the older age ranges who appear relatable to your potential clients. Showcasing a mixture of younger and older models using your products or services will appeal to an older client base as well. Ensure any email communications you send to your older clientele have easy to understand links and aren’t gimmicky. This portion of the population values honesty and a more direct approach.

 

Don’t be intimidated to market your business to customers of all ages. By creating a mixture of ads and content geared toward this older demographic along with your current marketing strategy, you can tap into a new segment of the population and grow your sales. Since this demographic has a history of brand loyalty, you can only win when you develop this portion of your marketing strategy.