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Insider knowledge for your Monday morning: Creating Results’ team member Sally O’Donnell LOVES Beyonce. So it is with respect for both dynamic young women that we drew inspiration for this week’s headline. Indeed, it was the singular situations of women (specifically, dynamic older women) that captured the bulk of attention and action on social media platforms last week.

Just what were the top links for those marketing to 50+ women and men? Read on.

1. MOST SHARED: 1 in 5 single, senior women in America lives in poverty, with less than $11,173 a year. This video from the National Senior Citizens Law Center presents, as the Center puts it, “the stories of four brave and honest women as they share the reality of growing old poor in America.”

You also can view the video above at http://bit.ly/1sojby4.

Older women are more likely to live alone than older men. And they’re far more likely to live in poverty. As the video notes, 1 in 5 seniors heading into retirement have no retirement savings at all. Mature marketing pros need to be aware of the many seniors who are struggling to pay bills, to eat, to pay for healthcare, to hold their heads up on a daily basis.

2. MOST CLICKED: Another video, but a very different group of older women … This song by Donnalou Stevens made us smile, and made our followers on Twitter and Facebook click through.

You also can view the video above at http://bit.ly/10N42Ag.

RELATED: “If you want a younger model, I wish you well, sweetpea. If you can’t see what it is you have, then you ain’t having me” — Donnalou could have been singing to many major advertisers! As we noted in this September blog post, older adults are unhappy with and frequently ignored by advertising: http://bit.ly/1ucWzGh

3. Also of note:

* Aging dads, running moms – How Skechers is appealing to baby boomers and more: http://buswk.co/1GFeSsN

* Nielsen summarizes new research by The Demand Institute that shows boomers are not going to head south in retirement, as other generations have been perceived to do. They’ll try to age-in-place, making home renovations and accommodations as needed/if possible. http://bit.ly/1stHDiM

Source: Nielsen Wire
Source: Nielsen Wire

Creating Results would be remiss if we didn’t note that the reasons to renovate also are reasons to look at 55+ active adult and senior living communities … where you wouldn’t be consigned to living a singular life …

* Why are we working later in life — because we want to or because we have to? A research fellow at the Sloan Center on Aging and Work shares insights: http://bit.ly/10N7M4P

* Finally, whether women or men, nearly 70% of older adults will NOT use any social media channels for holiday shopping: http://mwne.ws/1stIbFn

 

What singular insights can you draw from this latest group of links? Please share your thoughts in the comments section, below.

About The Author

Erin Read

Erin Read spearheads integrated and digital marketing programs for organizations targeting mature consumers. She writes, researches and speaks about marketing to baby boomers and seniors. Erin has addressed local, regional, international conferences on generational marketing. She is the co-author of three national studies/eBooks (Photo Finish; Social, Silver Surfers 2010 & 2013) and the principal blogger for Mature Marketing Matters.

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