Sometimes you have to go more than half way round the world to find a prime example of someone who knows how to get to the quick on marketing to an aging population. Phrases like “age friendly” can be annoyingly off putting, but the Silver Group based in Singapore has Age Friendly branded perfectly by Kim Walker and collaborators.
Marketing of products and services targeted to a “50+ market” can often be patronizing and painful to watch. How do you take every day items that any one can use and suddenly call them “age friendly”? As Walker says a product or service doesn’t need to be “dumbed down” to be effective for an older person. So what is age friendly exactly? I love the Silver definition:
“an environment where the unique physical needs of older people are satisfied in a way that is natural and beneficial for all ages.
And Silver has a trade marked Age Friendly audit tool with an equation that defines it: “Effects of Aging + Human Journey = AF” Maybe this Ted Talks You Tube video will demonstrate. How slick is that!
When you consider the shelf of countless products and services we take along with us on our life journey, we adapt in our relationship to them. There are always new things we might use while some drop off. But you have to wonder – how hard can it be for any business not to recognize a way to make things age friendly and adapt?