Imagine you’ve sold mobility aids to elderly people for the last two decades.
Your publicity and promotions materials take a specific tone of voice to match their needs. On the whole they seem to appreciate a subtly authoritarian stance, a high level of professionalism and a relatively formal way of communicating, in line with the expectations of their generation.
Business is bumbling along nicely. But can you assume it’ll stay that way? Or might your target market’s attitude and outlook change in the future?
The clever marketing money’s on change. The pioneers of the baby boomer generation are entering old age now and, by all accounts, they’re very different animals from their predecessors.
How target markets change
Baby boomers have successfully changed almost every aspect of society over the last few decades. And there’s no reason to assume they’ll treat ageing in the same way as their parents’ generation. In fact there’s clear evidence they want their experience of old age to be very different.
If my target market was elderly people I’d be thinking about changing my communications style, product range and services subtly in line with the coming demographic revolution. It won’t be long before there are more older people than younger. The economic balance will shift accordingly. And marketers will need to meet a different set of emotional, social and cultural needs in their communications.
In marketing it’s safest to assume things will change. And to keep a weather eye on the horizon so you see change coming! A good copywriter will be aware of stuff like this and take it into account.