CONSUMER JOURNEY
Confinement changed everyone’s consumer habits. But our senior population experienced an out-and-out revolution. Especially when it comes to technology.
Bye-bye knitting, hello social media
In 2020-21, seniors broke all the golden year stereotypes. Massively connected (91% have an Internet connection), the 65+ age group have taken to today’s technology, with 81% considering it a great way to foster social interactions.
Varied online activities for individuals aged 65 and up :
Source : Rapport Net Tendances 2020, L’ATN et BIP Recherche, Les aînés connectés au Québec
Changing our perception of the senior generations
Faced with this new reality, companies cannot afford to ignore baby-boomers. Especially considering that between their buying power and demographic weight, this generation represents a significant portion of many industries’ clientele, from health, to luxury, automobiles, tourism, and even fashion.
A public that wants to be considered and represented
Brands need to take the senior demographic into consideration when developing their marketing strategies. From a digital standpoint, it’s important that they opt for inclusive interfaces that are easily accessible via computer and tablet—the devices of predilection when it comes to most seniors. But that’s not all. To win over the senior population, brands need to start representing this demographic in their ads . . . and soon! In North America, only 8% of seniors feel their generation is represented in advertising!
