As we reach the Fall and Winter seasons of our lives, our legacy and the meaning of our existence become a more important part of our identities. We place greater value in time spent with others and our definition of happiness changes as we age, making us more likely to do things that are meaningful to us on an emotional level. If you’ve ever been embarrassed by something your parent or grandparent has said in public, you know that this can also mean that self-censorship becomes less of a concern. This is because aging audiences are less interested in “fitting in” or conforming to what other people expect of them as materialistic factors become less motivating and are replaced with a desire to enjoy life by doing the things we love.

Knowing this, marketers need to redefine their messaging to appeal more to seniors based on their season of life, focusing on their desire to find meaning in their waking hours and their receptivity to emotional content. Marketers shouldn’t focus on “keeping up with the Joneses” or rely on condescension, gimmicky or distracting content. Instead, give them the facts to empower their own decisions and tell Baby Boomers how your product or service can infuse their days with meaning, primarily by positioning products and services as “Gateways to Meaningful Experiences.”

Incorporating this philosophy into your marketing strategy can help you reach and engage with Baby Boomers and seniors. Not sure where to begin? Coming of Age can help with traditional and digital campaigns marketing to seniors. Let’s talk.