MetLife publishes older-market tips

NEW YORK: With the US population aging rapidly, insurance giant MetLife has issued a new compilation of PR and marketing tips to help companies orient their communications to an older demographic.

NEW YORK: With the US population aging rapidly, insurance giant MetLife has issued a new compilation of PR and marketing tips to help companies orient their communications to an older demographic.

NEW YORK: With the US population aging rapidly, insurance giant

MetLife has issued a new compilation of PR and marketing tips to help

companies orient their communications to an older demographic.



’The Mature Market: Guidelines for Effective Communication’ offers hints

for targeting the more than 78 million people (29% of the US population)

aged 50 and over.



The guide suggests using images that show older adults as active,

interested in learning or stylish. It also deals with issues such as

diminished hearing and sight, that are often ignored by younger

marketers.



’Campaigns are often produced by people in their 20s or 30s,’ said

Sandra Timmermann, director of MetLife’s Mature Market Institute. ’They

have different ideas of what an older person should be.’ The 16-page

booklet is available free from MetLife’s NY headquarters.



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