This article provides digital marketers with tips on how to prioritise age inclusive digital marketing strategies as older people increasingly shop, socialise and communicate online during COVID-19. Guidelines are given on how to make websites more user friendly, how to avoid stereotypes and how to engage with older age groups on social media.

COVID-19 and the Shift to the Digital Sphere

Since the onset of COVID-19, people have increasingly shifted their lives into the digital sphere. In order to remain competitive in this new environment, companies are adopting digital strategies. A core objective of these digital strategies must be to prioritise age inclusive digital marketing. This will help older people over come their digital disadvantage online. Digital marketers can play an important role in helping Baby Boomers and Gen X adapt to living in the digital sphere.

Baby Boomers and Gen X

The shift to the digital sphere has massive implications for digital marketers as a previously untapped segment move online – baby boomers and Gen X. Researchers at Trinity College Dublin have found that older adults in Ireland have a high level of access to the internet. They are embracing the digital world to avoid infection and overcome feelings of loneliness. 71% of over fifties have internet access and 64% have access to smart phones.

Every day activities that were once far from digital life, such as grocery shopping, are now taking place online.

Older generations represent a large and untapped group to target online. Brands that target older customers have focused on TV advertising and print media. Indeed, in the past, such brands have had little incentive to implement digital marketing campaigns. COVID-19, however, acts as a driving force to encourage companies to target older age groups in the digital sphere and create age inclusive digital marketing content.

Age Inclusive Digital Marketing

The shift to the digital sphere provides digital marketers with opportunities to access a new, older target market. Most importantly, however, this is an opportunity to make the digital world a more accessible place for older users not accustomed to the digital world. Responsibility rests on online digital marketers to facilitate older generations as they move online and create age inclusive digital marketing content and user experiences.

Many older people who are using online platforms for the first time may be considered vulnerable and “digitally disadvantaged”. 

Alibaba, for instance, has created a special app for older users to make shopping online more simple. Additionally, companies must ensure that they do not take advantage of the vulnerable and elderly online. According to KPMG, the pandemic has given rise to a new category of vulnerable consumers. People cocooning from COVID-19 and those suffering from loneliness and anxiety as a consequence of the pandemic are vulnerable online. Consequently, they need to be protected from unfair business practices.

Guidelines for Age Inclusive Digital Marketing Content: 

1. Use simple and appropriate language online.
2. Make sure font size on websites is large and clear. 
3. Set up a specialised support team to help older users online. 
4. Make information clear and ensure customers are aware of potential fraud. 
5. Ensure navigation on websites is simple and easy to use.
   
   
   

Stereotypes and Age Inclusive Digital Marketing

While the most vulnerable and the elderly must be protected online, digital marketers must avoid negative stereotypes about older generations. Many older people report that a large number of the ads they see online are for items such as care homes and medication. However, with more time and disposable income, older people also like to spend money on hobbies and luxury holidays. 

All industries and sectors should focus on how they can target older people and facilitate their shift online, not just sectors that stereotypically target older generations.

Ageism is a major problem in marketing departments as less people over the age of fifty are hired. However, it is essential that older generations are included in the creation of marketing strategies targeting older age groups to ensure age inclusive digital marketing. Alibaba, for instance, hired older employees to help develop their app for the elderly.

Avoid Stereotypes to Create Age Inclusive Digital Marketing Content

1. Do not segment purely on age, focus on interests and attitudes. 
2. Consumer segments can cut across generations. Generational stereotypes are unhelpful.
3. Companies providing medication, health products and late life planning services are not the only industries that should target older users. 

Age-Inclusive Digital Marketing and Social Media

Social media marketing is often directed at millennials and Gen Z, ignoring older generations. Digital marketers, however, can no longer ignore older users on social media platforms. Social media is increasingly used by older age groups as a means to socialise with friends during the pandemic. Consequently, digital marketers can help overcome the digital disadvantage by creating social media content that interests older age groups. When planning social media campaigns targeting older users, digital marketers must decide what platforms to use. Read more about setting up social media for your business here.

Facebook and Age Inclusive Digital Marketing

Facebook is the most effective platform for targeting older age groups with the greatest number of users over 50. 51% of people aged 50-65 use Facebook, while 34% of those over the age of 65 use the platform. Facebook provides an opportunity for older people to discuss their common interests, often through sharing content. Digital marketers must understand their audience’s interests and create posts with original content that older users are willing to share. Read more on how to implement a successful social media campaign on Facebook here.

Brand Communities

Social media based brand communities are one way in which digital marketers can become more age inclusive and facilitate interaction between older age groups. Facebook is a popular platform to create brand communities and connect individuals with a shared passion for a brand. They offer opportunities to those looking for social interaction, providing a sense of belonging and membership. For example, members of the Jeep brand community on Facebook refer to each other as the “Jeep Family”. However, as previously stated, brands must ensure that they do not take advantage of older people who are isolating,  but rather help to facilitate online interaction. 

Beyond Facebook?

While Facebook has the greatest share of older users, digital marketers should not ignore other social media platforms. In 2021, only 5.9% of Instagram users globally were over the age of 54. However, older women in particular are increasingly becoming involved in fashion and beauty influencing. This may provide opportunities to target older age groups through influencer marketing in the future. For example, at 92, fashion and beauty influencer Baddie Winkle has almost four million Instagram followers. 99 year-old Iris Apfel has over a million followers.

 

Representation

It is important that older people see themselves represented in social media content. Empowering older generations is essential in welcoming them into the digital sphere. Brands are increasingly beginning to recognise that older people want to see themselves included in advertising content. For instance, 86 year old Joan Collins has become the face of Charlotte Tilbury Makeup while 72 year old Maye Musk regularly models for Cover Girl Cosmetics. Digital marketers must empower older users and become age inclusive when creating and writing digital marketing content. Other platforms increasing in popularity among older users are You tube, Pinterest and Linked In. Consequently, purely targeting older users on Facebook in inadvisable. 

Age-Inclusive Digital Marketing In Brief

Covid-19 has rapidly shifted our lives online. It is essential that companies facilitate older people as they shift into the digital sphere. Digital marketers can help older age-groups overcome their digital disadvantage. Moreover, companies should avoid falling into stereotypes about older people. Companies must empower older generations online and include older people in social media content.

References

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