Seniors are Joining in On the Fun of Social Apps
As you re-acclimate yourself to a five-day work week, don’t forget your dose of the weekly roundup to cure the Monday blues.
This week, a Mashable article about how one man’s Instagram account became a viral sensation is sure to warm your heart. We’ll also take a look at what we need to do differently in the coming years when marketing to adults 65 and over.
Most Clicked: Meet the Sweetest Man on Instagram
Last week, Sam Haysom of Mashable wrote about how a man’s love for his wife has made him a viral sensation on Instagram.
Geoffrey Walker, dubbed the “sweetest man on Instagram” by Haysom, has gained over 6000 followers on the photo-sharing app by posting captioned pictures of his wife Pauline and their family.
Let’s take a look at one of the takeaways for marketers in the senior products and services industry: Baby Boomers continue to adopt digital technology. This is a trend that will continue in the coming years, as highlighted by our Social, Silver Surfers study.
Click here for additional insights into the digital behaviors of older adults.
We’re not just talking about surfing the internet for information; many older adults use social sharing applications as part of their daily lives.
While these apps are all the rage with Millennials, that hasn’t stopped older generations from joining in on the fun. Whether trading in scrapbooking for Instagram, or sending silly selfies to grandchildren, older adults have shown their willingness to experiment and enjoy new technologies.
If someone tries to convince you that marketing to seniors through digital media isn’t the way to go, just remind them that seniors are flocking to digital media and that level of participation is only going to continue to increase. We don’t recommend allocating resources to marketing to older adults specifically through Instagram (at least not yet), however, we guarantee that it would be unwise to ignore their digital presence as a whole.
Click here to see some of Walker’s pictures that have captured the hearts of Instagram.
Most Shared: Facts About Americans 65+ that We Need to Consider
Following the conclusion of Older Americans Month in May, it’s time for us to look at some facts and figures about older adults in America.
In an article for Next Avenue, elder advocate Bob Blancato summarized key findings from the Administration for Community Living’s yearly report, Profile on Older Americans.
As the older population increases, so will their need for products and services. Is your company equipped to deal with the changing needs of the older population? Is your continuing care retirement community (CCRC) large enough to handle a potential increase in the number of residents? Do the services you offer reflect the services that older adults are seeking or will be seeking in the future? Have you considered offering at-home services for older adults?
These are all things you will need to take into consideration as the demand for senior services increases dramatically in the coming years.
Another finding from the report that stood out was, “Between 2015 and 2030, the white (non-Hispanic) population 65+ will increase by 43 percent compared to 99 percent for older racial and ethnic minority populations, lead by Hispanics and Asians.”
It is essential that the senior living industry’s marketing efforts reflect this shift in demographics now and in the future. Now is the time to evaluate your marketing products. Does the imagery and messaging you use in your marketing appeal to a diverse group?
Whether intentionally or unintentionally, it’s easy to get trapped in a cycle of focusing our marketing on one or two groups — this is something we’ve all been guilty of at one point or another.
However, with the changing makeup of the 65+ demographic, it is important to ensure that people don’t shy away from your products and services because they can’t relate to the messaging.
Click here to read additional insights from the Profile of Older Americans report.