Episode 22:1 Jeff Weiss on the Evolving Landscape of Marketing to Older Adults

In this episode of the Glowing Older podcast, host Nancy Griffin interviews Jeff Weiss, President and CEO of Age of Majority. They discuss the importance of understanding the needs and desires of this demographic, the impact of social media, and the positive aspects of aging. Jeff shares insights from his TEDx talk, emphasizing the potential for happiness and fulfillment in later life, and highlights the need for brands to adapt their messaging and approach to resonate with older consumers.

About Jeff

Jeff is the President and CEO (Chief Evagelist Officer) of Age of Majority, a research-driven marketing consultancy thatbreaks the myths and crushes the stereotypes and stigmas associated with aging.  As the last of the Baby Boomers with over 40 years of marketing experience on both the client and agency sides of the business, Jeff has witnessed the dramatic changes of the aging population. In his experience of working for and with major brands including Pepsi, Gillette, Dannon, KitchenAid and Unilever, he understands why corporations are missing the boat on the over 55 crowd and he knows what’s necessary to take advantage of this largest and fastest growing segment in business.

Key Takeaways

• Currently a third of the population in North America is 55 and older. By the year 2100, the percentage of 55+ population will be 42%.
• It is a mistake to view the older adult market as homogeneous. When marketing to older adults, don’t segment by generations. Target by stage not age.
• People have a fear of getting older (FOGO), because of all the pervasive stereotypes in our society that getting older is bad.
• Ninety-five percent of adults 55 and older are on socialmedia platforms. Facebook is the top platform with 85% of users using the platform. Almost three quarters of older adults are on YouTube, 45% are on Instagram, and a third are on Pinterest.
• Brands are enlisting influencers (social media contentcreators) to motivate and engage older adults—63 % of adults 55 and older are following influencers. 60 % on YouTube and over 50 % on Instagram.
• Half of influencers followed by older adults are over 50. Popular topics include food, travel, entertainment, health and wellness.