Customer over 50 - who is the new target group?

A customer over 50 is a growing group of consumers. There are more and more elderly people, which is why the demand for various products or services adapted to the needs of this age group is constantly growing. Our society is aging, so it is worth considering the needs and expectations of mature and elderly people and what offer will attract their attention.

Customer over 50 - stereotypes

We are driven by stereotypes and still a large part of society believes that the elderly are poor, sick, lonely and passive. So let's not be surprised that seniors were not included in most brands' communication strategies outside of industries such as dietary supplements, cosmetics or medical equipment. Until now, there have been few offers addressed to seniors, but this is slowly changing.

Who is the 50+ customer really?

The behavior and purchasing decisions of older people are influenced by many factors (cultural, social, economic, demographic) that should be taken into account in the offer prepared for them. These are among others:

• financial conditions

• changing needs, which result mainly from changes in their health situation,

• habits and habits that accompany them throughout their lives.

A customer over 50 and a smartphone

Older People Digitally Excluded? This is no longer a valid statement. According to the authors of the POLSKA.JEST.MOBI.2015 report, which also includes a section on the use of smartphones in Poland, it has been shown that having them is primarily related to age: people in the 15-19 age group is 60%, in the 50 group -59 years it is 41%, while the 60+ group is 23%. The percentage of Polish internet users has increased by 8% over the last 3 years, and a significant part of them cannot imagine functioning without the Internet anymore. They use e-mail, search for information about products or services, make transfers and listen to music on Youtube. For a customer in their 50s, social media is still to a greater extent only Facebook, but those involved in posts that concern them can become loyal recipients for the brand.

A client over 50 and his wallet

According to a study carried out by the Central Statistical Office (GUS) (report: The situation of households in 2015 in the light of the results of the household budget survey), the average income per capita in households of retirees is one of the highest in Poland. As a result, consumption expenditure in the case of older people may be higher than in other households. The report also shows that 21.3% of retirees in March received more than 2.6 thousand pensions. PLN gross, i.e. over 2,000 PLN net and more. The aging of societies is a global phenomenon, so it is so important to open up to this ever-growing group of consumers and adapt the offer to their needs and interests.

Customer over 50 - preparation of a special offer

If you want to create a good offer for seniors, you must first of all get rid of stereotypical thinking. The group of customers over 50 is diverse in many aspects, including due to age, income or place of residence.

A customer over 50 is a person who:

• requires products or services of good quality at the best price,

• expects products tailored to the needs of his age,

• needs easy-to-use products,

• shows attachment to tradition,

• does not show too much loyalty to the brand, but attaches to the place of shopping,

• is influenced by promotion.

Therefore, when preparing an offer for a customer over 50, it is worth taking into account at least some of the above-mentioned factors that have a decisive impact on his purchasing decision.

Customer over 50 - examples of offers

Not seeing seniors as a consumer group is a big mistake. In times of ubiquitous smartphoneization of society, their purchasing potential is definitely increasing. Pushing aside the needs of an older customer is a loss for the brand, as it is a constantly growing group of customers. A customer over 50 appreciates the individual treatment of their expectations. For him, it is not the logotype that matters, but a specific person who will help him, or a specific brand hero of the brand with which he can identify or thanks to which he has a chance to become part of the brand's story.