We’re all living longer these days thanks to better medical care and healthier living.
These days, retirees are redefining the concept of retirement, kicking down the fences previous generations put around ageing. They are going back to school to obtain professional degrees, travelling the world with their friends, building their own sailboats and daring themselves to take risks and to learn to play again.
Older people and health.
When it comes to health, longevity is the goal and fitness is the key. Most boomers feel that having a healthy lifestyle is important but they find it difficult to establish that lifestyle. Combining motivation and aspiration with a socialising and fun approach is the way to go.
The majority of cyclists participating in Melbourne’s popular Around the Bay in a Day are aged between 41 and 50 years old (around 4,500) and about 3,000 of the participants were aged 51-60 years old. So why are so many older people choosing cycling? It improves cardiovascular fitness while having low impact on the hips, knees and other joints, it’s easily incorporated into every day activities and finally, it’s socially interactive and enjoyable!
Older people and technology.
It is often assumed that older people don’t use the internet or social networking sites – but fact is, they do.
One quarter of the population over the age of 65 in Australia are visiting social network sites and the usage of social media by those over the age of 50 has increased by 42 percent. Forty-seven percent of 50-64 year olds and 26 percent of over 65 year olds visit social networking sites regularly.
Facebook has the potential to improve the lives of older Australians by keeping them connected and maintaining relationships through the use of online groups and fan pages. Boomers and older people are creating Facebook groups fueled by their passion about a particular product or service and companies have the opportunity to target these online groups as part of their social media marketing campaigns.
Websites and email campaigns are a great place to interact with older people while also providing statistics of users, most clicked links and most visited pages amongst others.
See our Older Victorians Online Report.
Older people and Ellis Jones.
Retiring can be a very daunting time of your life, many losing their sense of having a purpose. It is important that any business activities aimed at targeting older Australians give them a sense of meaning to their lives. Social and community involvement is extremely important to keep older people happy and healthy.
At Ellis Jones, we conduct extensive research into older people activities, motivations and aspirations as well as community surroundings to deliver sound integrated marketing and communications strategies which effectively engage the target market.