Could You Be Leaving Money On the Table Because of Your Attitude on Aging
Does your messaging demonstrate that you are clear that not all old people are the same. Could you be leaving money on the table because your messaging fails on this score? The baby boomers have arrived and they constitute a huge market to whom many products and services may be sold. However, opportunities are being lost because according to AVG, “over two fifths (43%) of those [boomers] over 50 feel patronized by technology companies.” These are the results of AVG’s Technologies latest study, which they report included a survey about the technology habits of almost six thousand people over the age of 50. Respondents lived in Australia, Brazil, Canada, Czech Republic, France, Germany, New Zealand, the United Kingdom and the United States.
Some of you readers may have already experienced the kind of misunderstanding that can present itself in a co-generational environment where there is little sensitivity to age. However, those entrepreneurs who have figured out, for example what differentiates a boomer from a senior or a midlifer have already begun to mine these prospects and reap the benefits. They understand why chronological age is not the determining factor for fruitful interaction with older prospects. And they recognize it is possible for a boomer and a senior to be the same age and have completely different needs.
“Technology companies should think hard before they risk isolating older customers,” said Judith Bitterli, Chief Marketing Officer at AVG Technologies. “This is an audience that is expanding, has more spending power and is actively using devices and apps. For example, our research found 83% use apps on their devices. While it is important to address their privacy and security concerns, this must be done in a manner that is considered, not condescending.”
What kinds of values in messages do you seek to convey in selling to the boomer market.
Come back tomorrow for specific findings from this global research and leave the room with the money in your account.