Seniors Consumer Insights

Implications - The appeal of surprises continues past childhood, as made evident by the popularity of “unidentified features” of certain products or services. This can range from a hidden object embedded within a product, such as inside soap, or risking the chance of getting something fun by ordering mystery gifts.

Implications - As the boomers grow older, they are taking their pop culture icons along with them. Consumers want to see a bit of themselves in the personalities presented to them by the media. In short, 60 today is not the same as 60 a generation ago, and pop-culture is now intrigued by age.

Implications - Geriatric-inspired fashion is gaining ground in both personal and runway style. Looking to their grandparent’s closets, young people are finding madcap prints, old-school crochet and excessive embroidery à la mode. By remixing what was previously considered bland, the modern granny style can be considered anti-fashion for those looking to rebel against more trendy ensembles.

Implications - No longer a battled plague, but a form of beauty, aging is receiving more positive attention from society as photographers and ad agencies seek out older models to revere and admire. Age admiration points to a shift in consumer attitude: aging is something to look forward to, and not something against which one must battle.

Implications - With digital products becoming omnipresent in our society, no one wants to be left behind—especially the elderly. It’s no surprise, then, that an increasing number of elderly consumers are embracing gadgets and electronics, from phones to alarms, that make day-to-day activities more convenient. As the population ages, there will be an increased need for easy-to-use devices and gadgets designed with the senior in mind.

Implications - Age is no longer something to be feared, as the boomer generation approaches its retiring age and thus, has come into a second adolescence wherein leisure reigns supreme. This has resulted in the glamorization of age, which is taken a step further as artists explore the true beauty behind growing old. This new fascination with aging signifies a shift as growing old becomes a thing to anticipate, instead of dread.

Implications - With old age providing the allure of retirement and relaxation, consumers bombarded by responsibilities of work and home are becoming more receptive of the idea of aging. Moving away from the typically mundane references associated with seniors, marketers are presenting elderly citizens with more edge and humor, combining the attraction of maturity with the need to maintain one’s exuberance throughout life. The surge of elderly ads reflect a shift in consumer perspectives toward more positive views of aging.

Implications - As baby boomers head toward retirement, achieving personal fulfillment becomes a priority, often resulting in surplus, health-related expenses. Straying away from the more budget-conscious concerns of cash-strapped youths, boomers are turning to overly extravagant methods of rejuvenation, signifying a new attitude toward wellness that is more about relaxation than basic bodily function.

Implications - With aging often resulting in a natural decline of physical functions, seniors are looking to more technologically efficient methods of assistance to make ailments less cumbersome. Aiming to enhance supportive devices such as walkers and canes with more efficiency, boomers are turning to high-tech adjustments to elevate the overall performance. This speaks to a desire to not just mimic regular function, but surpass it.

Implications - While jotting down notes and repeating phrases helps improve cognitive functions, forgetting tasks and leaving behind belongings continues to be a common occurrence, particularly in old age. Seeking to combat forgetfulness in a contemporary manner, older generations are utilizing apps that help track everyday items like glasses and wallets to make misplacing personal goods less stressful. This reflects a shift away from personal reliance toward more technologically sufficient methods of day-to-day problem solving.