Advertising to Seniors Misses the Bulls-Eye
A problem inherent in most ads directed at seniors is this: messaging is focused on how a product or service aids a senior’s daily living rather than how it enhances life. That’s because ads are generally created from the perspective of a caregiver or the adult child of the senior, rather than the senior they are meant to reach. They don’t address the senior’s most important priority – that is, to get the most out of living. As a result, these ads don’t make an emotional connection; they don’t tug at the senior’s heartstrings.
