The Key to Marketing to Older People? Don’t Say ‘Old.’
by Adam Felts
A New York Times article reports on changing marketing strategies to older consumers, with words like 'senior' and 'elderly' being strenuously avoided in how products are presented. AgeLab Director Joseph Coughlin provides his thoughts in the article.
'A marketing campaign that positions a product for an aging consumer is unlikely to attract younger buyers, said Joseph Coughlin, founder and director of the AgeLab at the Massachusetts Institute of Technology.
“But guess what?” he added. “We also know that old people will run with their hair on fire away from it.”
Dr. Coughlin said companies instead needed to position their products as being for “an ageless lifestyle” that “keeps people engaged and productive, healthy and well.”'
Read the full story via the New York Times.