How do you reach a new generation?
When creating a good content strategy, it's important to know your target group. What concerns them? What do they think is important? What motivates them? And what will make them buy from you more often? Questions that arise from research are often answered by thinking like the target group. That's fine as long as the target group is close to you, but it becomes a lot harder if you are a bit further distanced from them. In order to appeal to such a new generation, marketers like to use influencers who operate at the heart of the new generation. This new generation is always the young, which is a pity really! The fact is that the elderly are also a new generation for marketers - a generation that marketers hardly know and one that is developing at lightning speed. And it has two big advantages: it is a fast-growing group and the elderly have money to spend.
Before we can provide insights into the target group of elderly or senior citizens, we will have to define their age. When are you elderly and when are you a senior citizen? We use the age of 65 and older. Although always debatable, this is the age at which consumers generally enter a new phase of life: their children have finally left home; they have, or will soon have, grandchildren; and they have more free time due to (approaching) retirement.