Dispelling Senior Population Myths

The Marketing Insider: A Claritas Podcast

At this point, most of us know how important it is to be responsible marketers when it comes to multicultural consumers, especially in the wake of last summer’s events when brands began to look at where they needed to do better. But there’s another group of consumers that have long been plagued with exaggerated, stereotypical, misleading, and occasionally offensive marketing, and that’s the senior population. In fact, it’s estimated that only 5-10% of advertiser budgets are dedicated to reaching them, despite the fact that they account for more than half of the consumer spend in the U.S. Join Claritas Account Director, Kyle Pechak and Rain the Growth Agency Senior Research Director, Ryan D’Ambrosio as they explain why brands need to pivot their strategy in favor of the 55+ population, what they can do to connect with them online and offline, and dispel myths that have long plagued these high-value consumers. Sign up for Claritas’ monthly newsletter to be the first to know when Claritas’ 2021 Insurance Report is released: https://claritas.com/contact/ Learn more about how segmentation can help you connect with the senior population: https://claritas.com/resources/why-it-pays-to-segment-your-audience/ Connect with Rain the Growth Agency: https://www.rainforgrowth.com/ Learn more about the senior research Rain is conducting: 55plus.rainforgrowth.com Download more podcast episodes: https://open.spotify.com/show/0bCxDLausUUWlgsr3XwxuT Learn about Claritas and find your best customers: https://claritas.com Find us on Facebook: https://www.facebook.com/Claritas2.0/ Connect with us on LinkedIn: https://www.linkedin.com/company/claritas_mbs/ Follow us on Twitter: https://twitter.com/Claritas2_0