Sunlife's 'Welcome to Life After 50' campaign recognizes the longer life and wealth of baby boomers that many advertisers are neglecting. In today's modern age, those over 50 feel younger than they are, are prone to enjoying life more than ever and are less conscious of what others think about them. Sunlife Chief Executive Dean Lamble expresses that many are getting their first tattoos and are not conforming to the standards that society has placed upon their age group.
The campaign features a community of those that are exploring their passions, including those that are picking up motorcycling, music, wrestling, tattooing, skating, and more. Sunlife offers life insurance that doesn't discourage dreams for those in their middle age.
Sunlife's Welcome to Life After 50 Gives Boomers an Enjoyable Retirement
1. Celebrating Aging - Opportunity for companies to recognize and celebrate the active and adventurous lifestyle of the baby boomer generation, and create products and marketing campaigns that cater to their passions.
2. Ageless Marketing - Brands can break traditional age norms and stereotypes to appeal to a wider audience, such as incorporating older models and influencers in their campaigns and diversifying their product lines.
3. Longevity Economy - Businesses can take advantage of the growing market of aging consumers by creating products and services that address their unique needs and preferences in areas like health, wellness, and retirement planning.
1. Insurance - Insurance companies can provide policies and benefits that cater to the active lifestyles of baby boomers, including coverage for adventurous activities and sports.
2. Hospitality and Travel - The boomers' passion for exploring new interests creates opportunities for the hospitality and travel industries to offer unique experiences and destinations that cater to their adventurous and active lifestyles.
3. Retail - Retail companies can diversify their product offerings and incorporate ageless marketing techniques to appeal to the growing market of aging consumers who value personal expression and experiences over traditional ideas of aging.