“No worries. What’s new?”
“I’m OK Jack”
“Make the most of it”
“I don’t want it to happen to me”
“Home is my playpen”
“Chin up and get on with it”
“Life is a struggle”
“Is life worth living?”
Our Segmentation: understanding the complexities of the over 50s
At Wise Branding we have spent some considerable time and resource in developing an understanding of this market.
We now understand that the last thing that serves to define and understand this group is age. Defining this market, and marketing to them, is in fact far more complex than addressing their younger counterparts.
The over 50s are an economically diverse group with unequalled disposable income. They are more individualistic and less tribally driven then younger consumers.
They have varying attitudes towards life, retirement and health. And key differences between groups emerge as a result of their different attitudes towards and approach to the ageing process itself.
Older people are not all the same, and understanding that is key to effective targeting and engagement.
Wise Branding consumer segmentation model
The over 50s are an economically diverse group with unequalled disposable income.