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Marketing to Seniors: 5 Things Wellness Brands Should Know | WMI

Marketing to Seniors: 5 Things Wellness Brands Should Know | WMI

07 Oct 2016 Ann D'Adamo

in Health & Wellness,


As Baby Boomer generation ages, the number of seniors in the U.S. is rising and expected to account for more than 17% of the total U.S. population by 2021. Previous generations may have accepted aging as a natural part of life, but this generation is fighting it every step of the way. They are exercising more, watching their diet, and investing in their health. The so-called “Me Generation” is determined to enjoy this stage to the fullest, so understanding their challenges and perceptions about themselves and aging will give wellness brands the ability to engage them and win their loyalty.

Self-Perception: Seniors Still Feel Young

When seniors look at elderly grey-haired men and women in health and wellness ads, they simply don’t see themselves. Researchers found that two thirds of people over 65 feel younger than their age and 88% say they have a positive outlook on life. Moreover, this trend toward an “age of agelessness” is particularly strong among women, highlighting the importance of portraying seniors with a sense of youthfulness and optimism.

Exercise Is Essential

Seniors recognize the important role exercise plays in staying healthy and active—67% of seniors say they participate in some form of regular exercise. But when it comes to going to the gym, they feel left out. Almost two thirds of seniors are somewhat or very interested in exercise programs designed specifically for people in their age group and half of seniors say they’d like seniors-only, low-impact classes tailored for them or personal trainers who specialize in assisting older populations.

They Feel In Control of their Health

Seniors’ positive attitudes about life could be connected to the fact that they also feel in control of their health. Researchers found that 70% of those polled say they feel in control of their health, however 52%   admit that aging has had a negative impact on their overall wellness. Brand messaging should acknowledge that health issues are a part of the aging process, but empower consumers with information that helps to make these conditions manageable for daily activities.

Alleviate Health Concerns

Worries about Alzheimer’s disease, cancer, and heart disease are universal among almost all older Americans. But beyond major illnesses, women are most concerned with bone loss and falling, whereas men say they are concerned about hearing loss. Wellness brands can give seniors peace of mind with content that offers a proactive approach to maintaining their long-term health.

Doctor’s Orders

It’s not surprising that 78% of seniors say their primary and most trusted source of health information is their physician. But U.S. medical programs are seeing a decline in students choosing to specialize in geriatric care, and fewer professionals will result in less time spent with patients. This offers brands an opportunity to alleviate the burden on doctors by becoming information facilitators. Researchers found that 30% of seniors are already comfortable with brand content, so building trust with your consumer will be key.

Wellness brands have an opportunity to connect with older consumers who are deeply committed to investing in their health. Women’s Marketing offers deep insights into how each media touchpoint affects a woman’s path to purchase at any age or life stage. Contact us today to learn how we can put our expertise to work for your brand. 

Health & Wellness