The Status Quo Doesn’t Need You
The Status Quo Doesn’t Need You
Movements Over Marketing, Older People Are Hot, the Ageist Fashion Police, and Tips for Marketing to Baby Boomers.
Hey there, and welcome to the Tuesday edition of Longevity Gains!
In last week’s Thursday premium lesson, I introduced the Empowerment Marketing Framework — a way to figure out “what to say and how to say it” when crafting messages for older consumers.
And I did it by talking about the power of thinking in terms of movements instead of marketing or audience. I also explained that throughout my 25-year entrepreneurial career, I’ve positioned myself time and again as a leader in a relevant business movement – and I consider this to be key to my success.
Why is this important? Here’s a snippet of what I wrote:
People try to break into a niche or industry by parroting the status quo and fail. They mimic their favorite guru or thought leader and get absolutely nowhere.
Why? Because the status quo doesn’t need you. The power structure is already set for the way things are, so it’s only people who bring new ideas to the table that are able to break through. And that’s what people who become leaders in movements do.
This couldn’t be more relevant than when it comes to the longevity economy. We have a status quo that treats older consumers as invisible at best, and that’s a ripe environment for many flavors of empowering movements. What you have to decide is which approach is right for you and your business.
Jerod and I discuss this in more detail on this week’s podcast episode. Tune in with your choice of podcast players:
Lifespan, Healthspan, Hotspan
Are you familiar with the Wilford Brimley line? Brimley famously played a geriatric in the film Cocoon when he was only 52 years old, and no one doubted it. So now when contemporary celebrities pass 18,530 days old (his exact age when the film was released), they’ve crossed the Brimley line.
It’s meant to be humorous, and it is. But it’s also a testament to the radical change in what people look like in their 50s. According to a recent article dedicated to the topic, “old people are hotter now.”
First of all, who you calling old? Okay, I get it. And while the article is a bit tongue in cheek, it’s definitely identifying a major shift and makes a pertinent point:
Health experts have long concerned themselves with lifespan and healthspan. But they have overlooked one important metric: “hotspan.” This is the length of time during which a person is hot.
This extended “hotspan” has serious implications. Maybe more business for cosmetic surgeons, sure, but also increased spending across multiple industries. As the trend of people working longer, taking care of themselves better, and spending their money living life to the fullest kicks into high gear, it truly does seem like Generation X will be the change-defining cohort for the new longevity.
That’s not to sell the Baby Boomers short, especially with that fountain of wealth they have. Many members of the “Me” generation also take care of themselves and remain hot. But the main thing to focus on is they don’t feel or act “old,” and that will have a profound impact on their consumer behavior.
Studies show that today’s older people are stronger, smarter, and think “younger” than the old people of 30 years ago. In fact, a Harris poll of 2,000 Americans showed that 71 percent of seniors say the best time of their lives is in front of them.
Plus, we already know the Millennials have shown early interest in healthy aging and longevity practices. The world as we know it is changing before our eyes, and we have a front row seat to help enhance the hotness.
What’s My Age Again?
Here’s a retail issue just begging for the right empowering movement. Apparently once you’re of a certain age, especially as a woman, you’re not allowed to wear certain things.
That is, of course, just another example of the casual ageism that runs through our culture. Imagine telling grown-ass adults what not to wear (oh wait).
Still, the criticisms here are not about an individual's lack of style or taste, but blanket pronouncements that people over age 40, 50, or so on shouldn’t wear certain items of clothing. Even Jennifer Lopez has been admonished to “dress her age” despite her remarkable physical fitness.
"I don't think a number defines your age. Your lifestyle and energy do. I've met many women in their 50s who are in amazing shape and can pretty much pull off any outfit. What's appropriate for one person can be very different for another," designer Marissa Webb told Harper's Bazaar.
The opportunity here is not just for people with amazing bodies at midlife. It’s to advocate for anyone who feels they’ve been on this planet long enough to choose whatever they want to wear.
3 Reasons 'Dress Your Age' Deserves Banishment From Fashion Discourse
A Booming Market
Here’s an article aimed at marketing to Baby Boomers with an emphasis on healthcare, but most of the tips apply to any market. Key points include not to assume your prospect is retired, to focus on digital marketing, social media, and omnichannel strategies, and to think intergenerationally.
The most valuable tip is one I’ve made already – focus on those with positive attitudes about aging and healthy, active lifestyles. These people are the crown jewels of the current longevity economy, which means they’re the most highly-prized prospects:
Create marketing campaigns centered around wellness, empowerment, and positivity to engage with these vibrant members of society. Everything from content and imagery to font choice and color palette should capture their imagination, speak to their aspirations, and offer a safe and effective solution to help them live fully and achieve their goals.
The article kicks off with the topic of segmentation among Baby Boomers with this line, “It’s crucial to recognize – and market to – the very different groups of people within this category.”
Unfortunately, most of the categories the author specifies are demographic, with only a passing nod to values and attitudes. Choosing your audience based on factors that truly matter is the primary benefit that our Premium subscribers are getting, and it’s important given the remedial demographic approach so many seem stuck in.
Marketing to Baby Boomers: 9 Key Insights Especially Relevant to Healthcare
Keep going-
P.S. On Thursday, we’re diving deep into the first element of the Empowerment Marketing Framework that helps you figure out “what to say and how to say it” to the right audience for you and your business. Our introductory premium pricing is going up soon, so lock in the lower rate now.