How Do You Market ‘Retirement’ Without It Sounding Old?

Rearview of a senior couple holding hands while looking out at the ocean together
SHARE
THIS



If there’s one thing no one likes hearing it’s that they’re getting old. So for retirement brands it can prove a marketing challenge for making it not sound like it’s a place for old people.

The concept of ‘retirement’ has changed over the years, however the communications around marketing the concept are lagging, said experts in the field.

“When you’re selling retirement, you’re not selling retirement anymore, because retirement’s changed,” said Rebecca Wilson, CEO and publisher of over 60s site, Starts at 60. “Joe Hockey made sure of that.”

There’s a shift happening in the retirement industry at the moment, with retirement villages moving towards fun, resort-style living villages. Sandra Hook, former NewsLifeMedia CEO and current chair of Baby Boomers website WYZA, said: “I think the developers are very much moving into that space, it’s just a matter of whether the communications around it are lagging a little.”

It’s about really knowing your customers, who they are and what they’re looking for. And unfortunately, many retirement brands don’t actually know who their customers are, said Wilson.

This stance was echoed by Hook yesterday who said brands don’t know how to market to Baby Boomers.

“It’s a generation who have been marketed to for all of their life. This is not an unsophisticated generation,” she said.

“Suddenly when they try and target a mature audience, brands don’t always get it right.”

Starts at 60’s Wilson exemplified one specific wrong-doing in retirement marketing communications. Wilson said if a company is looking for a single woman in her 50s or 60s, don’t market to them with images of a woman in white pants, walking down a beach, holding hands with a guy, “which is what they’re selling at the moment”.

And a quick Google Image search of ‘retirement’ pulls up many pictures of couples donning white together on a beach. These four images are from the first page of a Google Image search.

 

However, there are some companies who are looking for very specific customers, with Wilson explaining how some are looking for over 75s with a health issue, for example – very specific, which means very specific marketing communications.

WYZA’s Hook believes terminology hinders communications, using words such as ‘senior’, ‘elderly’ and ‘old’.

“This is a group of people who just say ‘don’t call me old. I’m not old, I don’t feel old’,” she said, referencing the industry’s current debate to call ‘retirement villages’ ‘lifestyle villages’ instead.

“I think over the next couple of years we’ll probably see some of the language changing around that because for some reason, for a long time, people have connected the word ‘retirement’ with ‘retiring’ from life, and in many ways it couldn’t be further from the truth,” she said.

“The new trends towards retirement living really are pretty much parallel with resort living.”

Referencing Starts at 60, Wilson said, “our environment is a young voice and so we tend to want to work with the players who have young vibrant, energetic voices as businesses.”

Citing some of Starts at 60’s competitors, Wilson said many advertise funeral packages on the site.

“Nobody wants to check out and go and die!” she exclaimed. “We see players in the over 50s market promoting funerals and we say ‘you do that’.

“We don’t want to want to be about death at 60. Over 60s still have around 30 years left to live.”

 

Please login with linkedin to comment

Advertising Standards Bureau copywrighting Macquarie Radio Group Omnicom Media Group travel happy ultimate traveller video competition

Latest News

Marketing strategy on digital mobile platform - cross-device tracking programmatic advertising and multi targeting with laptop and mobile phone gadgets.
  • Media

DoubleVerify Launches Publisher Suite For Digital Publishers

DoubleVerify has today announced the launch of the DV Publisher Suite, providing the measurement, insights and tools digital publishers need to improve ad delivery, assess inventory quality and maximize yield. For publishers, generating revenue has never been more complex. Today’s demand-side landscape consists of thousands of potential buyers, each with their own unique requirements, transacting […]

Australian Open 2019 General Coverage General view of patrons in the precinct on Sunday 20 January 2019. Photo commissioned and owned by Tennis Australia. AO Signage
  • Media

Australian Open Start Date Confirmed For Feb 8

The Australian Open has confirmed a start date of February 8, 2021 with strict COVID-19 testing procedures in place. Following weeks of negotiations with the Victorian government, Tennis Australia exec Craig Tiley confirmed the Australian Open had been given the go-ahead. As reported in the Herald Sun, Roger Federer and Serena Williams will start arriving […]

by B&T Magazine

B&T Magazine
Chocolate Cookie  -Photographed on Hasselblad H3D2-39mb Camera
  • Technology

Verizon Media Launches ConnectedID As A Cookie-Less Solution

Verizon Media has announced the launch of its new unified identity solution, Verizon Media ConnectID. Built on the foundation of Verizon Media’s consumer-first values and market-leading advertising technologies, the new unified ID solution is designed to support advertisers, publishers and consumers as the digital landscape evolves away from cookies as a way to manage and […]

The End Of The IDFA Is Nigh: Preparing For Mobile Identity In 2021
  • Partner Content

The End Of The IDFA Is Nigh: Preparing For Mobile Identity In 2021

Apple has laid out its plan to remove the Identifier for Advertisers (IDFA), marking a major change in mobile identity. In this piece, head of identity APAC at PubMatic, Harui Imaim, shares her thoughts on how advertisers can navigate these upcoming changes. This year has brought many changes, not least of which are shifts in […]

Partner Content

by B&T Magazine

B&T Magazine
Val Morgan Outdoor Launches Next-Gen Screens At World Square
  • Media

Val Morgan Outdoor Launches Next-Gen Screens At World Square

Val Morgan Outdoor (VMO) has secured an exclusive large format tender with next-generation, iconic screens at one of Sydney’s key retail, commuter and entertainment destinations, World Square. With market leading technology, VMO will deliver the ultimate immersive experience in the form of truly intelligent, curved internal LED screens and a hero screen spanning 8 metres […]

Yeesum Lo Joins 10 ViacomCBS As Head Of Development
  • Media

Yeesum Lo Joins 10 ViacomCBS As Head Of Development

It was announced today that Yeesum Lo will join 10 ViacomCBS in the newly created role of Head of Development. Reporting directly to Head of Programming, Daniel Monaghan, Lo will be responsible for identifying and developing locally produced Australian content across all channels and platforms in conjunction with the wider Network 10 team. Lo joins […]

Bunnings Light Up The Warehouse In Christmas Activation Via Bastion EBA
  • Campaigns

Bunnings Light Up The Warehouse In Christmas Activation Via Bastion EBA

On Friday 27 November Bunnings launched their biggest ever Christmas activation, which was created and brought to life by strategic brand, commercial and experiential agency Bastion EBA. To bring a little magic to this Christmas, the activation involved lighting up one of their Melbourne warehouses, Bunnings Warehouse Maribyrnong. This resulted in a spectacular Christmas lighting […]

The Top 100 TikTok Creators, Trends And Videos In 2020
  • Media

The Top 100 TikTok Creators, Trends And Videos In 2020

TikTok has always been about bringing people together to inspire each other and share moments of joy. It’s also a place to find your community, no matter your interests. This has never been more important than in 2020. From devastating bushfires, to a global pandemic that introduced us to social distancing and loss, to community […]

Fleur Head Steps Into MD Role At VMLY&R New Zealand
  • Advertising

Fleur Head Steps Into MD Role At VMLY&R New Zealand

VMLY&R NZ announces Fleur Head is stepping into the role of Managing Director VMLY&R New Zealand following the resignation of current MD James Mok. Head was previously Managing Director of VMLY&R Wellington. Wellington-based Head, who has more than 25 years agency and management experience across both the Auckland and Wellington markets, will lead VMLY&R NZ […]

Wild Turkey And Matthew McConaughey Recognise Aussie Local Legends
  • Media

Wild Turkey And Matthew McConaughey Recognise Aussie Local Legends

Wild Turkey and Creative Director Matthew McConaughey, in partnership with Eleven, unveil a new Wild Turkey With Thanks initiative. The integrated campaign is shining a light on Australian Local Legends who have stood with conviction supporting their environment and communities throughout the crises of 2020. Wild Turkey’s With Thanks is a global, annual platform, wherein […]

Australian Rules football on grass
  • Uncategorised

AIA Australia Partners With Yet Another AFL Team

AIA Australia has announced that it is now the official life, health and wellbeing partner to the AFL’s St Kilda Football Club. According to the company, the new partnership will provide club members with learnings, tools, and strategies that they can use to lead healthier lifestyles. Members will at the same time receive access to […]

Apple Ads Spark $16M Lawsuit
  • Technology

Apple Ads Spark $16M Lawsuit

Apple has been fined $16 million for misleading ads. Tim Cook pays it with loose change from behind the couch.

by B&T Magazine

B&T Magazine
AppsVillage Partners With TikTok To Allow SMBs To Advertise To TikTok’s Aussie Users
  • Technology

AppsVillage Partners With TikTok To Allow SMBs To Advertise To TikTok’s Aussie Users

Small to medium sized businesses will now be able to advertise on TikTok through SaaS solutions provider AppsVillage (ASX:APV). APV will allow SMBs to create and manage campaigns on TikTok in under three minutes using its AI software and advertising management platform JARVIS. The partnership makes the most of TikTok’s self-service advertising offering which launched […]

DOUBLESTAR CO Turns Technology Stunning With New Brand Livery For Australia’s Own Advanced Navigation
  • Advertising

DOUBLESTAR CO Turns Technology Stunning With New Brand Livery For Australia’s Own Advanced Navigation

To keep pace with their transformative technology, Advanced Navigation turned to DOUBLESTAR CO for art direction, 3D modelling and design help that would capture the value proposition and offering of Advanced Navigation: AIR, LAND, SEA & SUB-SEA for their upcoming campaign “Accurate positioning in the most demanding conditions”. Advanced Navigation’s Head of Marketing Romain Pare […]