A striking side effect of the pandemic on advertising strategy: Some big brands have increased their bet on retirees

In the interest of brands and in the stardom of their advertising strategy, young people have been the traditional big winners. Millennials first and members of Generation Z later have been the great obsession of the brands, who have made an effort to understand them and who have shaped their advertising campaigns to fit the needs and interests of this audience.

Everything was trying to connect with them, which made other demographics feel left out. It happened to the members of Generation X, and there does not seem to have been a change, and also to the baby boomers.

In fact, there were many pre-crisis studies that talked about how retirees felt that the ads were ignoring them and also how they believed that they were showing a totally stereotypical image of who they were and what they were interested in. If they did enter the campaigns, they used to be confined to the role of “grandfather”, who followed certain norms and corresponded to certain stereotypes.

The presence of baby boomers, retirees, in the advertising and marketing strategy of companies could be changing right now, being an unexpected side effect of the pandemic. Some big brands have decided to increase their efforts when it comes to seducing this niche of consumers. Retirees have become a prominent market for businesses.

Campaign investment data proves it, as published in Insider. The interest is not only in niche products, but also in the big brands. From an agency, for example, they confirm to the American media that clients such as Mercedes-Benz have increased their investment in advertising for this market niche by 40%.

Why the interest in retirees

This peak of interest, which dwarfs the one they had until now for young people, is marked by a certain pragmatism. Baby boomers are already those who are vaccinated, who are returning to normal life and who have emerged from the pandemic with the most money saved. They are, for all this, those who are most predisposed to spending on products right now.

In addition, that expense is oriented to themselves. That is, they are more likely to buy the quirks that interest them. Some statistics suggest that baby boomers are increasing their spending by between 10 and 15%.

Likewise, the agencies are very clear that this is a market ready to be captured. That is, they want to consume and brands only have to find the message that will make them do it with them and not with their competition. This involves changing their messages – which is not so easy when you’ve spent years and years focusing primarily on a completely different population group – and finding what convinces them.

It also means appealing to elements with a pull among that population group, such as, according to Insider, nostalgia.

The agencies that the American media has spoken to are not the only ones that are talking about this niche market and how nostalgic works with them. In fact, that is precisely the point at which the presentation to the media of a new food delivery service, called Esto es Comer, is supported, which is sold to older consumers with the claim of traditional homemade food. .

And the launch of a new delivery service is not really that interesting, but what they say about the elderly is, just to complete this data and see that the trend is also beginning to be seen in Spain. They speak of “viejennials”, consumers of the Silver Generation (50 to 70 years) who are now, post-crisis, “online shoppers” (online purchases of those over 60 years have increased in the last three years in spending by a 78%) but also “in love with the traditional”.

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