Better Life Now
According to psychologists and neuroscientists, the middle years of one’s life are a phase of re-orientation. We reconsider our charted course, make adjustments or even embark on a new journey. Unlike in the old days, when we thought that turning 50 meant less happens, we now know that “different” happens.
We were keen to explore this in more detail in an empathetic exchange with women between 45 and 70 years of age. COLIBRI Research conducted a series of in-depth interviews without using the usual discussion guides in their homes – we learned a lot about these women and their ups and downs in life. We spent many hours together. They shared with us how they think and feel about themselves, their wonderful and painful experiences, their needs and wishes.
What do they see when looking into the mirror? Ageing still is a sensitive topic because we lack positive images and terms for “not being as young as I used to be” in our culture. This makes communicating with older target groups tricky. Advertising and marketing benefits from gathering a profound understanding of their target groups. Our analysis identified three different types of mature consumers:
Better Life Now
According to psychologists and neuroscientists, the middle years of one’s life are a phase of re-orientation. We reconsider our charted course, make adjustments or even embark on a new journey. Unlike in the old days, when we thought that turning 50 meant less happens, we now know that “different” happens.
We were keen to explore this in more detail in an empathetic exchange with women between 45 and 70 years of age.
COLIBRI Research conducted a series of in-depth interviews without using the usual discussion guides in their homes – we learned a lot about these women and their ups and downs in life. We spent many hours together. They shared with us how they think and feel about themselves, their wonderful and painful experiences, their needs and wishes.
What do they see when looking into the mirror? Ageing still is a sensitive topic because we lack positive images and terms for “not being as young as I used to be” in our culture. This makes communicating with older target groups tricky. Advertising and marketing benefits from gathering a profound understanding of their target groups. Our analysis identified three different types of mature consumers:
- The age-suppressors do not want to face the facts. They enjoy emphasizing their youthfulness, dressing like their daughters and do not take any precautions, neither when choosing a facial cream nor when purchasing a financial or insurance product. They go ahead living their life as they used to and are hardly receptive to age-related advertising messages. They can however be reached with factual marketing arguments.
- The age-sensitives experience ageing as an inner conflict. On one hand, they are aware of the first signs that ageing has left on them. On the other hand, they don’t quite want to adjust to that. Subliminally, they are receptive for age-relevant messages and products which support them in maintaining their youthfulness, aura, attractiveness, health and fitness on a high level for as long as possible. They are a highly interesting and at the same time challenging target group for marketing communication as the messages need to be subtle yet clear.
- The age-confidents have made peace with the topic of ageing and handle it with confidence. They are more reflected and more at ease with themselves and life. Therefore, their feeling of self-worth is influenced less negatively by age stereotypes. They are a rather easy-going target group with regards to communication because they do not immediately reject directly age-related messages about products and services in contrast to the age-suppressors and age-sensitives. Nevertheless, they are well-informed and have high expectations towards age-related offers. For marketing, they are a highly relevant target group for products and services offering real and significant advantages for matured consumers.
We are happy to support you with our trainings and research to better understand and connect with your matured consumers and to give you the confidence it needs to address these financially well-off target groups.
- The age-suppressors do not want to face the facts. They enjoy emphasizing their youthfulness, dressing like their daughters and do not take any precautions, neither when choosing a facial cream nor when purchasing a financial or insurance product. They go ahead living their life as they used to and are hardly receptive to age-related advertising messages. They can however be reached with factual marketing arguments.
- The age-sensitives experience ageing as an inner conflict. On one hand, they are aware of the first signs that ageing has left on them. On the other hand, they don’t quite want to adjust to that. Subliminally, they are receptive for age-relevant messages and products which support them in maintaining their youthfulness, aura, attractiveness, health and fitness on a high level for as long as possible. They are a highly interesting and at the same time challenging target group for marketing communication as the messages need to be subtle yet clear.
- The age-confidents have made peace with the topic of ageing and handle it with confidence. They are more reflected and more at ease with themselves and life. Therefore, their feeling of self-worth is influenced less negatively by age stereotypes. They are a rather easy-going target group with regards to communication because they do not immediately reject directly age-related messages about products and services in contrast to the age-suppressors and age-sensitives. Nevertheless, they are well-informed and have high expectations towards age-related offers. For marketing, they are a highly relevant target group for products and services offering real and significant advantages for matured consumers.
We are happy to support you with our trainings and research to better understand and connect with your matured consumers and to give you the confidence it needs to address these financially well-off target groups.