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Think Again

So, think Grandpa isn’t on Facebook? Think again. The Older generation (+50) are starting to test the water of social media in an attempt to keep up with their children and grandchildren. According to Nielsen, our elders had a participation increase of an unexpected 64 percent all the way up to 20 percent overall. New ways of reaching older demographics are starting to appear with the emergence of digital and social media.

The most obvious being that with more elderly people on social media platforms, specifically Facebook, they are now more useful tools for marketers and their products. According to CNBC, more companies and programs are servicing this age group, like Honor, Stitch Amazon and Medicaid, could make great use of this trend.

Another way to reach this print driven group is targeting their children or caregivers. These people can be in decision making positions for their aging relatives or friends. A company's message will be much better received coming from someone who they trust rather than from someone who is trying to sell them something.

Educational purposes are a great way to utilize this as well. Periscope did this for Walgreens to help inform their clients about Medicaid part D. According to Media Post people of this age group value humor and education above all else. This highlights one of many possible cultural obstacles that communicating with older generations could presents.

Finally, two important things to remember are that there is often a cultural gap between generations and it is imperative to consider this when trying to communicate different messages. When attempting this, a strong sense of empathy and a fair amount of research is important. Secondly, it needs to be realized that older generations can often be great influencers as well. They often have a large impact on their grandchildren, kids and peers.

Social media is becoming large enough to reach oldest of generations and with this comes many aspects companies need to consider that are often not considered with younger generations. Cultural gaps are important to consider and getting into contact with trusted people is vital in building trust with an often overlooked age group.

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