55+ Going Mainstream and Ageism – Mature Marketing Links of the Week
Each week we share mature marketing stories and insights that drew attention and interest. This week we explore how 55+ communities are evolving and insights from the International Association of Gerontology and Geriatrics about how to combat ageism. We’d love to hear your thoughts and take-aways, so be sure to share within the comments below.
Recently, Senior Housing News shared insights from an article regarding how 55+ communities are evolving. According to the article, gone are the days when the communities stood as “elderly islands.”
The article specifically referenced the approach to build near a golf course for the resort offering, and the fact that today’s 55+ consumer is more interested in other options, including:
- Proximity to metropolitan areas
- Wellness options including walking trails, fitness centers and casual gathering spaces
- A variety of home-type options to give people more choice
While this information may be news to some it certainly isn’t to us. We’ve seen great success from our client Traditions of America, who for years has successfully developed and sold homes in Pennsylvania because of their understanding that the 55+ consumer expects more – both in lifestyle and home style.
So, what does this mean for marketers? Now is the time to think not just about today’s prospects, but those of the future.
Look at your communities and identify ways you can evolve to appeal to the changing desires of your target market. And when developing new communities include prospects in the process as much as possible. Many builders tap the market for insights on potential home features, why not do the same for potential lifestyle features. It could mean the difference between success and failure.
It is time for action, for challenging the rhetoric and for creating global understandings of our similarities and particularities. Together we know ageing; together we know the contexts of ageing. In an increasingly divisive global landscape, our collaborative efforts are even more important. We must be vigilant to avoid the exclusion we decry.
This was a quote that really stood out to me in this week’s most shared piece from the International Association of Gerontology and Geriatrics (IAGG). The article came on the heels of the 21st World Congress of Gerontology and Geriatrics, sharing some profound examples of how member organizations are doing their part to support the aging population.
These examples included:
- Canada’s creation of the International Council for Gerontology Student Organization to serve as a resource to younger generations who will take-up the torch and serve as scholars and researchers on topics that impact aging.
- France’s development of the Global Aging Research Network to bring together groups who conduct clinical research studies regarding the health of older populations.
The author went on to cite research from the World Health Organization (WHO) who created a road map for addressing aging. Steps identified in the report included a need to understand aging holistically – exploring physical, emotional and mental elements that can positively (or negatively) impact us as we age.
As marketers, it’s important to not only be aware of the works of groups like the IAGG but to understand how this translates for our senior living prospects. Offering amenities and programs that allow residents to live as healthy and engaged a life as possible is critical to ensuring we are doing our part to, to act.
Nine million baby boomers over the age of 65 continue to work. This is according to an article on HRDive.
The article shared three key insights regarding this data point:
- Many over 65 continue to work because of concerns that they won’t have enough money to fund their retirement
- Two-thirds of those age 45 to 74 indicated that they experience age discrimination when searching for employment
- Younger job candidates were more likely to receive calls for second interviews than older workers
Want to read more? Check out the article here.