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.
