Targeting older demographics

Almost every brand I talk to asks me the same thing: “How can I target Gen Z?”

And I get it. The youth are the future, and we’re all buying things like crazy to distract us from the fact that most of us will never own a house or pay off our HECS debt. And marketers looooove that targeting Gen Z means you get to post memes on social media and call that organic targeted marketing.

But the older demographic is full of untapped potential for so many brands. Statistically, they’ve been working longer, and have more savings and less debt. But what does that have to do with you? Well, it means they have more spending power. 

As people age, they tend to have more disposable income, which means they can afford to spend more on items and experiences. They’re also more likely to own their own home, which can make them a lucrative target for a whole host of brands (think home improvement, luxury homewares, and electronics).

And once you have a satisfied Gen X or Baby Boomer customer, you can expect increased brand loyalty. They’re less likely to switch brands frequently, which basically means they don’t have the typical Gen Z/Millennial commitment issues. This loyalty means repeated business (aka more reliable cash flow for your business).

Okay, the older demographic sounds great. How do I reach them?

While many older people do use social media, it’s not wise to forget the traditional marketing channels like television, radio and print media. 

This doesn’t have to be a big change for you. You might have a mostly digital strategy with the occasional press release or radio ad, and that’s fine. Most social and website content can be repurposed for things like newspaper and billboard ads with very minimal tweaking.

Of course it’s important to make some changes, though, like shifting the focus of your messaging. Gen Z and Millennial consumers are more likely to be driven by price, ethics and relatability. Your copywriting should shift to focus more on quality, trust and premium for the older demographic.

Testimonials and reviews from other older consumers are a great way to build social proof and credibility. This can help to establish trust with this demographic and encourage them to try your products or services for themselves.

In short: targeting an older demographic can offer significant benefits for brands. From increased disposable income to greater brand loyalty and engagement with traditional media, there are many reasons why you may want to consider diversifying your strategy. 

Not sure where to start? Get in touch.