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When we're designing websites for older adults, a client sometimes will ask, "Can it have ____? I saw it on such-and-such's website and it's so cool!"

I'm a creative person so I like cool.

But I like results even more.

What's cool and trendy can, at times, actually turn off the baby boomers and seniors our clients are trying to attract. These mature consumers don't want fuss and bother. They want functional, easy-to-use tools that help them make decisions and take action.

That said, there are two "trends" I think are relevant to our older adult targets.

Happy Monday! Each week we explore the mature marketing stories and insights from the past week that had people talking. This week, we explore McKnight’s Senior Living’s four lessons learned in the wake of the recent cyber attacks and a survey from eMarketer regarding trust (or lack of) in self-driving cars.

Have something to share? We'd love to hear from you, so leave your thoughts in our comments section.

Every Monday, we recap the most engaging content from the previous week.

This week, we take a look at a MediaPost article that breaks down characteristics of the different generations of media consumption. Also, an article posted on the National Public Radio website explains how age discrimination in the workplace has become digital.

Happy Monday! Each week we explore the mature marketing news that received the most interest and clicks the previous week. This week is all about mobile marketing.

First, we'll explore mobile usage among boomers and seniors by way of a report from Edison Research, and then we'll take a look at mobile marketing as it relates to what MarketingSherpa found were the most disliked advertising avenues.

MOST SHARED

This past week I was thrilled to join the Mid-Atlantic 55+ Housing Council to share opportunities and insights for marketing 55+ communities to the mature consumer. I always learn so much when I join the council, and this event was no exception.

Sit back and enjoy your fresh brew while we round up the "most clicked" and "most shared" 50+ marketing content from the past week.

Most Clicked: Scientific Proof that Happiness is for the Aging

Carolyn Gregoire of The Huffington Post gives us a snapshot on how life is better as you age. Gregoire expands on this scientific proof by acknowledging our culture tends to correlate youth with happiness which, she says, “couldn’t be farther from the truth.”

According to research and the author: “80 percent of life’s defining moments occur by the age of 35 – suggesting that there may not be much to look forward to in the second half of life.” College years, getting married and having children are pivotal moments in our lives and most of us experience this before 35.

How is it possible our happiness peaks after these landmarks?

With snow bearing down on the East Coast of the United States, we stay warm with a recap of last week's top links for mature marketing professionals.

MOST CLICKED: Ziegler Hotline Polls Find Labor Shortages a Hot Topic

Our friends at Ziegler Investment Banking report that senior living CFOs are feeling the pressure of staffing shortages.

For the past decade, Ziegler has gathered insights from senior living CFOs through CFO HotlineSM surveys on a variety of topics. In their February "Z-News," Ziegler recapped some of those findings. Our audience seemed particularly interested in the takeaways about labor shortages.

Another year gone by, and boy was it a doosy! Against the backdrop of dramatic political change and cultural shifting, our industry remained homed in on issues relevant to how the mature market is evolving.

Read on for the hot topics Creating Results explored in 2016, including: embracing novel approaches to marketing to seniors, the importance of visual storytelling, an increase in renting among older adults, surprising similarities among generational preferences in communities, and changes to Google advertising.

“I'm about to just give you all of my money And all I'm asking, hey, is a little respect” (Otis Redding in 1965. Made popular by Aretha Franklin in 1967.)

Be honest.

Looking at all of your marketing initiatives, is your team truly respecting people?

Mature consumers are experienced buyers and they want to give someone a whole lot of money. Since Baby Boomers and seniors value respect, make emotional decisions and hate BS, they do business with organizations that they trust and feel good about.

If you want their money, challenge your organization to be more personal and demonstrate R-E-S-P-E-C-T in every aspect of your 2017 Marketing Plan.

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