Generational Marketing | Digital Debate
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In our final debate of 2019, Adido explored the fascinating topic of generational marketing, whether or not generational labels matter, and what channels you can utilise when re-positioning your content to different age groups.
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Generational Marketing | Digital Debate
- 1. ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO WELCOME TO ATTENTION! 20:2O DIGITAL DEBATE
- 2. ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO HOUSE KEEPING KEEPING TO TIME • Fire alarms • Toilets • Lanyards • Parking • Feedback
- 3. ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO WHY 20:20?
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- 6. ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO WHY 20:20?
- 7. ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO THE M WORD
- 8. ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 9. ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 10. ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 11. ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO HOW DO WE MARKET TO THE GENERATIONS? AND DOES IT MATTER?
- 12. ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO FLOW ADEPOJU HEAD OF RETAIL PARTNERSHIPS - FANBYTES
- 23. ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO GILL HAYNES SILVER TRAVEL ADVISOR
- 24. ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO Gill Haynes Partnerships Director Silver Travel Advisor
- 25. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO What % of the UK’s Advertising Industry is aged over 50? Let’s start with a question 5% ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 26. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO Powered by ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 27. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO 108,000 members + 50,000 Facebook 140,000 independent reviews, tips, and articles Website, newsletters, magazine, Silver Travel Awards Wide choice of specialist holiday partners Free personal advice service Forum & Training Exclusive offers and discounts for Silver Travellers ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 28. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO What do we call the over 50s ? • INDY • OG • ARSY • YOLD • SEENAGER • WHIP (and CHIP) ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 29. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO Who are the over 50s? • 23.6m – 43% of the population • 80% of the nation’s wealth • Living longer … and longer • 15-20 years of “good” retirement • 75% feel 10 years younger • 40% say they are more adventurous now than in their youth ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 30. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 31. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO THE LIVING-WELL COMPASS DETERMINED BY: WORK / TIME AGE / LIFESTAGE MONEY HEALTH ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 32. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO The Thrivers - Platinum Pensioners • Top 10% have 40% of wealth • Top 50% have 90% of wealth • 78% are mortgage free • 33% of 55-64s have wealth of £1m • Over 65s spend more on hotels and restaurants than any other age group ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 33. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO How they spend it Holidays & travel but also… • Big birthdays / anniversaries • Funding children & grandchildren – education, hobbies, property • Health: insurance & cosmetic surgery • Cars • Gadgets • Luxury care homes ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 34. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO SKIERS BOMADS ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 35. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO And at the other end – The Survivors • The bottom 50% hold just 7% of the wealth • More than one in 7 will retire with only their state pension • No time left to change their financial circumstances • More health related issues and loneliness • Life expectancy is lower, especially in different parts of the country – up to 18 years ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 36. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO THE LIVING-WELL COMPASS DETERMINED BY: WORK / TIME AGE / LIFESTAGE MONEY HEALTH ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 37. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO Age: Not all over 50s are the same The 50s Don’t feel middle aged or old, sandwich generation The 50s Don’t feel middle aged or old, sandwich generation The 70s still active but facing challenges: health, insurance, mobility The 80s+ slowing down - decline, dependency and (finally) death The 60s YOYO – young old, healthy and wealthy “golden retirees” ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 38. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO But cannot rely on stereotypes… • 74 year old man • Prostate cancer • Type 2 diabetes • Double bypass heart surgery in 2003 • Arthritic hips • Lower back pain • Defective vision • Prone to forgetfulness ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 39. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO The world’s greatest living explorer “For his next - possibly final - expedition, he hopes to make the five-mile crossing from Robben Island to Cape Town, on foot along the seabed, with no means of propulsion or protection, just breathing apparatus”. The Times, March 3, 2019 ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 40. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO • invented punk rock, sex & drugs & rock & roll • are getting themselves arrested in the Extinction Rebellion protests And among the over 60s are the ones who ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 41. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO The B word ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 42. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO Brexit – how did the older generation vote? • 90% of over 65s voted • 64% of 18–24s voted • 58% of over 65s voted to leave • 64% of 18-24s voted to remain ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 43. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO And how long do they each have to live with their decision? ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 44. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 45. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO 70 YEAR LIFE ● 611,000 hours ● Three stage life ● Good health in the main ● Retirement at 60-65 ● Company & state pension ● Three generations 100 YEAR LIFE ● 873,000 hours ● Five stage life ● Health concerns ● Work until mid 80s ● Long-term financial planning ● 4 or 5 generations The New Ages of Man: Lager, Aga, Saga, Gaga ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 46. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO Celebrating Britain’s oldest men ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 47. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO The Blue Zones – the oldest and healthiest people in the world • Ikaria, Greece • Okinawa, Japan • Loma Linda, California • Nicoya, Costa Rica • Sardinia ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 48. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO Japan – the international superstar of longevity • Highest life expectancy in the world • By 2060 - 40% will be aged over 65 • A child born in Japan has a 50% chance of living to 109 years • Life expectancy – 87 for women, 81 for men ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 49. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO Japan’s ageing population – the nappy facts since 2011 ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 50. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO What does this mean for Japan in productivity & growth? • Demographics are hampering economic growth • 10% drop in working age population since 2000 • Migration to cities – leaving villages aged on average 70+ • Huge pressure on care system ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 51. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO As a consequence…. Meet Hospi & nurse robot 380,000 care worker shortage by 2025 ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 52. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO Meet Paro – the robot seal carebot • Used in care homes in Japan, Denmark and the US • Its “cry” reduces anxiety and depression • Calms dementia patients • Blurring of reality ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 53. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO THE LIVING-WELL COMPASS DETERMINED BY: WORK / TIME AGE / LIFESTAGE MONEY HEALTH ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 54. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO Health matters - a lot • Heart disease • Memory loss & dementia • Diabetes • Hearing loss & balance • Creaking hips & knees • Mobility • Eyesight, skin & teeth • Hair – loss and gain ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 55. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO THE LIVING-WELL COMPASS DETERMINED BY: WORK / TIME AGE / LIFESTAGE MONEY HEALTH ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 56. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO Work and time matter • Increase in pension age • Ageism in the workplace • 1.8m over 50s are “olderpreneurs” • Portfolio careers / phased retiring • Grandparenting – hidden workforce • The age of “giving back” – volunteering, donating, mentoring, creating a legacy • Cashpackers – grown up gap years • Unretirement – a new trend! ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 57. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO What does this all mean in terms of connecting with older people? ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 58. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO Marketing to older customers – 7 tips • Be inclusive – age neutral • Avoid overly youthful imagery • Avoid depressing imagery • Avoid stereotypes & caricatures • Use real people and authentic stories • Seek engagement • Use multiple channels – print media still popular, as are brochures! ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 59. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO Advertising – don’t be bland, boring or improbable ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 60. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO or patronising… ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 61. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO Be authentic and real ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 62. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO Selling to older customers – 7 tips • Don’t be afraid to employ older people who can empathise • Speak slowly, listen carefully – allow processing time • Ask lots of questions • Consider memory/hearing loss – repeat • Positive & honest adult tone of voice • Appropriate humour is fine! • Key is trust & integrity ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 63. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO Presentation for older customers– 7 tips • Nothing less than a size 12 font • Clear visuals • Easy navigation • Avoid blue/green, red/orange combos • Present facts clearly and give detail • Take care with spelling • Watch your apostrophes and grammarr! ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 64. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO Social Media and the over 50s ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 65. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO Which social media channels do you use?? Facebook Twitter Linkedin Instagram Google+ Pinterest Snapchatt Youtube Don’t use any Otherr 67% 31% 11% 20% 17% 16% 3% 24% 21% ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 66. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO How often do you use social media? 14% 1% 5% 15% 18% 47% ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 67. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 68. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO Social media for the over 50s – advice “Your approach to social media should not be any different to your face-to-face approach. Don’t delegate social media to an intern or a young member of staff” Brian Young, UK Managing Director, G. Adventures ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 69. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO How not to do it • ‘Save on your all too precious puffs with a stairlift!’ • ‘A stairlift is there to keep you safe - and provide a little bit of entertainment!’ • ‘Who’s ready for the weekend? Kick back and relax!’ ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 70. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO What works on facebook for older people? • 15,314 / 9,612 / 5,487 reach. • 4,107 / 2,389 / 509 engagements • Relevant and timely • Real credible people, not glossy age-defying models ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 71. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO Some older users of social media have been hitting the headlines ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 72. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO Getting down with The Oldies… • ATD • WTV • BTW • FWIW • IMHO • LMDO ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 73. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO You can tell it’s right when you see it ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 74. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO Thank you! ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
- 75. ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO ATTENTION! DIGITAL MARKETING SUMMIT RETURNS! 2 JULY 2020 – THE HILTON | BOURNEMOUTH We’ve already confirmed these amazing speakers, with many more still to announce! • David Schneider • Emma Mulqueeny OBE • Anna Fawcett (Topdeck Travel) Early Bird tickets will go on sale next week at £99 but we would like to offer you a special price of £79 – scan the code now and just enter our promotional code EarlyBirdVIP when booking your ticket! Or book at https://bit.ly/33yD3cw We’ll also send details direct to your inbox as a thank you for coming today!
- 76. EXPLORE. CAPTIVATE.CREATE. 01202 586 300 HELLO@ADI.DO WWW.ADI.DO WILSON HOUSE | 2 LORNE PARK ROAD| BOURNEMOUTH | BH1 1JN EXPLORE. CAPTIVATE.CREATE. © Adido
Editor's Notes
- We are a rare digital agency as we truly offer the highest quality website design and marketing under one roof. Over the last 15 years we have won awards for dozens of website design projects as well as the marketing campaigns we have run. Our average client age is nearly FIVE years - clients value our ongoing input into their business, great results and consistently helpful and friendly team. We truly believe that your success is our success. We would love to develop a successful relationship with Churchill and their partners.
- We are a rare digital agency as we truly offer the highest quality website design and marketing under one roof. Over the last 15 years we have won awards for dozens of website design projects as well as the marketing campaigns we have run. Our average client age is nearly FIVE years - clients value our ongoing input into their business, great results and consistently helpful and friendly team. We truly believe that your success is our success. We would love to develop a successful relationship with Churchill and their partners.
- We are a rare digital agency as we truly offer the highest quality website design and marketing under one roof. Over the last 15 years we have won awards for dozens of website design projects as well as the marketing campaigns we have run. Our average client age is nearly FIVE years - clients value our ongoing input into their business, great results and consistently helpful and friendly team. We truly believe that your success is our success. We would love to develop a successful relationship with Churchill and their partners.
- We are a rare digital agency as we truly offer the highest quality website design and marketing under one roof. Over the last 15 years we have won awards for dozens of website design projects as well as the marketing campaigns we have run. Our average client age is nearly FIVE years - clients value our ongoing input into their business, great results and consistently helpful and friendly team. We truly believe that your success is our success. We would love to develop a successful relationship with Churchill and their partners.
- We are a rare digital agency as we truly offer the highest quality website design and marketing under one roof. Over the last 15 years we have won awards for dozens of website design projects as well as the marketing campaigns we have run. Our average client age is nearly FIVE years - clients value our ongoing input into their business, great results and consistently helpful and friendly team. We truly believe that your success is our success. We would love to develop a successful relationship with Churchill and their partners.
- We are a rare digital agency as we truly offer the highest quality website design and marketing under one roof. Over the last 15 years we have won awards for dozens of website design projects as well as the marketing campaigns we have run. Our average client age is nearly FIVE years - clients value our ongoing input into their business, great results and consistently helpful and friendly team. We truly believe that your success is our success. We would love to develop a successful relationship with Churchill and their partners.
- We are a rare digital agency as we truly offer the highest quality website design and marketing under one roof. Over the last 15 years we have won awards for dozens of website design projects as well as the marketing campaigns we have run. Our average client age is nearly FIVE years - clients value our ongoing input into their business, great results and consistently helpful and friendly team. We truly believe that your success is our success. We would love to develop a successful relationship with Churchill and their partners.
- We are a rare digital agency as we truly offer the highest quality website design and marketing under one roof. Over the last 15 years we have won awards for dozens of website design projects as well as the marketing campaigns we have run. Our average client age is nearly FIVE years - clients value our ongoing input into their business, great results and consistently helpful and friendly team. We truly believe that your success is our success. We would love to develop a successful relationship with Churchill and their partners.
- We are a rare digital agency as we truly offer the highest quality website design and marketing under one roof. Over the last 15 years we have won awards for dozens of website design projects as well as the marketing campaigns we have run. Our average client age is nearly FIVE years - clients value our ongoing input into their business, great results and consistently helpful and friendly team. We truly believe that your success is our success. We would love to develop a successful relationship with Churchill and their partners.
- We are a rare digital agency as we truly offer the highest quality website design and marketing under one roof. Over the last 15 years we have won awards for dozens of website design projects as well as the marketing campaigns we have run. Our average client age is nearly FIVE years - clients value our ongoing input into their business, great results and consistently helpful and friendly team. We truly believe that your success is our success. We would love to develop a successful relationship with Churchill and their partners.
- We are a rare digital agency as we truly offer the highest quality website design and marketing under one roof. Over the last 15 years we have won awards for dozens of website design projects as well as the marketing campaigns we have run. Our average client age is nearly FIVE years - clients value our ongoing input into their business, great results and consistently helpful and friendly team. We truly believe that your success is our success. We would love to develop a successful relationship with Churchill and their partners.
- We are a rare digital agency as we truly offer the highest quality website design and marketing under one roof. Over the last 15 years we have won awards for dozens of website design projects as well as the marketing campaigns we have run. Our average client age is nearly FIVE years - clients value our ongoing input into their business, great results and consistently helpful and friendly team. We truly believe that your success is our success. We would love to develop a successful relationship with Churchill and their partners.
- We are a rare digital agency as we truly offer the highest quality website design and marketing under one roof. Over the last 15 years we have won awards for dozens of website design projects as well as the marketing campaigns we have run. Our average client age is nearly FIVE years - clients value our ongoing input into their business, great results and consistently helpful and friendly team. We truly believe that your success is our success. We would love to develop a successful relationship with Churchill and their partners.
- “Teenagers with liver spots. We feel young but have a sense we are getting old.” The one thing older people really hate is to be labelled or categorised…
- So the older sector seems to be having it good - This shows that after a good start, life’s responsibilities tend to get the better of the 30&40-somethings, until the mid-life crisis hits soon after 50 with work pressures, mortgage worries and maybe elderly parents as well as kids to look after. But from then on life gets much better – retirement brings the chance to do what you really like – travel in particular – and the going is good so long as health holds.
- But there’s more to the over 50s than this. To try to better define who the over 50s are, need to consider Wealth, Age/Lifestage, Health and Work/Time available. Let’s look at these in turn, starting with Money
- At the top of the tree at the Platinum Pensioners – the silver bullet of the travel industry and others besides. Free university education Long careers, final salary pensions Property inflation Capital gains, downsizing & equity release
- So some of our over 50s are skiers - following the thinking that if their don’t spend it, it’ll just mean that their kids will travel Business Class after they’ve gone
- Age/Lifestage
- Not all over 50s are the same. 20-50 is the same period as 50-80 and we wouldn’t expect a 20 year old to act like a 50 year old. broad age types 50s: in Denial. Think they are 35, still working hard and playing hard, climb Machu Picchu and Kilimanjaro, But may have parents and kids in their life sandwich and need space, peace & quiet (spas). Like high quality products, Good food & wine. Do not like to be thought of as old. Saga mag. 60s: Accept they are getting older – keen to make the most while they can. Early retirement – upgrading life: house renovation, big trips, no expense spared, Upgrading for comfort Learning & culture – immersive experiences Reliving youth – silver gap years. Being cocooned 70s: Getting worried - Health increasingly important and may be breaking down Awareness that time is running out. Patronised “you look wonderful for your age” 80s: Hanging in there - “Snow on the roof but the computer is still whirring away in the attic” War babies – make do and mend. Not always comfortable with ostentation – or ‘making a fuss’. Health – multiple conditions, Brain & body not always aligned – issues for travel as overestimate abilities. Appreciate kind & thoughtful service. Like familiarity and feeling valued. I’m still here!
- John Lydon (aka Johnny Rotten of the Sex Pistols) is 63 ‘I am white, middle class and retired so getting arrested is not such a big thing’. 63 year old retired photographer from Richmond 80-90 year olds arrested in recent protests
- And the role the over 50s have played in recent political times needs to be borne in mind too. Maybe this suggested commemorative 50p coin design says everything you feel about Brexit, but we should look at the older generation in relation to it too.
- More over 65s than under 25s voted meaning that more older people voted leave than younger people voted remain.
- But the over 65s have only 16 years of lifespan to live with the consequences 18-24s have an average of 69 years
- So the over 65s are having a real influence within Britain – and by 2040 the over 65s will total nearly 25% of the UK population.
- With that demographic shift, we’re not only seeing more over 65s but much older people altogether. Education – work – retirement => Education, work, more education, different sort of work, barely a retirement at all We could be seeing 4 or 5 generations around the table at Christmas. New ages of man
- There are many more 100 year olds – 16,000 in the UK now, rising to 500,000 by 2050. This is Alf Smith and Bob Weighton both celebrated 111th birthdays this year. Bob said the secret of longer life was porridge – and having a job you enjoy. The Japanese call having something to get you out of bed of a morning – Ikigai. And it seems to have worked for Bob!
- That said, the UK is not where the most long-lived people in the world are based. The Blue Zones are where the Centenarians are thriving: some of the world's lowest rates of middle-age mortality and dementia. Then France, Spain, Switzerland, Italy. UK is 10th
- Child born now in Japan has a 50% chance of living to 109 – and looking like Elvis it seems from this photo
- At one nursing home in Tokyo, caregivers are working with 20 different models of robot
- Should robots replace people?
- Health
- Well, thanks to wonders of technology, here is what I’m going to look like - not after a hard night before this conference - but when I am expected to die, in 2053. If I'm lucky - Dementia affects 850,000 in UK, 2m by 2050 There is the lottery of creaking knees and hips -– from hip-hop to hip-op. Deafness, Disease, Cancer. You know you are old when your back goes out more than you do. Hair loss – off your head and sprouting in the unlikeliest of places. Who needs hairy ears?
- Work/Time available
- Work and free time are big influencers on the sort of life people have over 50. Challenge of sustaining a career beyond 50, despite legislation. And as final salary pension schemes have all but disappeared, and state pension age retreats over the horizon, more people are choosing to – or having to –work. Barclays reported a 140 per cent increase in the number of business owners aged 65 and over in the last decade - the fastest-growing age group. Business owners aged 25-34 grew by only 23% in comparison. So the over 50s are keeping busy – and many are keeping earning – to fund the lifestyles and travel that virtually all over 50s aspire to.
- How does this diverse group like to communicated with?
- Does that woman really look as if she couldn’t get put of a bath unless it had a door in it? Do that couple really need to hang onto each other to stand upright on a beach?
- Does anyone really get that excited about incontinence pads?
- People have only got older, they haven’t had a sense of humour bypass.
- In a recent Survey with over 1,000 responses from over 50s, we asked about Social Media usage. Two thirds of silver travellers are on Facebook – and the over 55s now represent the second-largest demographic on the platform. Twitter usage is half that of Facebook, but growing, and youtube is not far behind. Social media has been embraced by the older user
- Social media is now part of the average over 50 year old’s day – 65%, nearly two thirds of them are accessing social media daily. And nearly half – 47% - at least twice a day.
- Coffee time and lunchtime can be best time to catch older people – they aren’t at home knitting their own royal family all day!
- Do not patronize!!
- And talking of social media, 69 year old Dutchman Emile Ratelband identifies as a 49 year old and says he can’t get a dates on tinder or a job because of his age. He tried suing his local authority after they refused to amend his age on official documents. Didn’t work – and now everyone on tinder knows how old he really is!
- Because the 0ver 50s can be quite racy lot in their own way – have got their own set or acronyms! At The Doctor’s - Where’s the Viagra - Bring the Wheelchair - Forgot where I was - Is my hearing aid on - Laughed my dentures out
- When it comes to reaching these people well, you know it when you see it.
- At Silver Travel Advisor we’d like to move perceptions of older people from this… …to this!
- We are a rare digital agency as we truly offer the highest quality website design and marketing under one roof. Over the last 15 years we have won awards for dozens of website design projects as well as the marketing campaigns we have run. Our average client age is nearly FIVE years - clients value our ongoing input into their business, great results and consistently helpful and friendly team. We truly believe that your success is our success. We would love to develop a successful relationship with Churchill and their partners.