Seniors' Health Marketing
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Have you noticed a clear
new trend in advertising?
Seniors, which means in
normal language old people, are everywhere. They are all so beautiful and
healthy. They look so happy.
It almost shows that we have to wait to be in our sixties or seventies to
be fit and mentally balanced, at last!
Seeing the demography's
tendency and the saturation of marketing's targets (after the house
wives, the teen-agers, the gays, the children, etc...), seniors are a new
marketing niche. |
Most of the communication
aimed to them is about health, fitness, and cosmetics.
But let's be honest: are the
actual American aged people that handsome and healthy?
After decades of junk food history, coach potatoes’ habits and over
car-consuming, what are we up to expect?
Most of this community has health issues as over-weight, diabetes, high
pressure blood, cholesterol high rate, heart disease, etc...
So now, in order to expand
their product and service outlet, big companies dedicated to pharmacy,
natural supplements, cosmetics or healthy vacations (SPAs for example) are
targeting seniors.
Showing how they would have
had been if they had been living a responsible healthy life, communication
campaigns suggest 2 options :
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On one hand, a "rescue
option”: see these people of your age? Fit and happy, aren’t they?
Maybe it is not too late for you: take this or those supplement or pill;
come have a stay in this SPA and you'll come back fresh as a baby; use
these cosmetics and you will assume your "maturity”, etc...
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On the other hand, the messages
rather look directed to a younger age fringe: do you wish, when you'll
be old and retired, spending joyful days? For that, you will have to be in
good health.
Therefore, you have to start here and now to care about your physical
condition: take care of your body, use anti-aging cosmetics as prevention,
consume vitamins and all kinds of nutritional supplements, etc...
The advertising sector always
shows the reality of the society. Even though it is exaggerated or
dramatized, there is always something to learn out of it. In this case, it
is obvious. The main message is “Americans, take care of your health, at
last!”
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