Marketing professionals must update their perspective and adapt to the digital profile of individuals over 60 years old. It is crucial for product, strategy, and creative teams to work together to provide authentic and respectful brand communication, reflecting modern values and lifestyle. According to 'The State of Marketing 2024', only 27% of marketing professionals show interest in this demographic group, despite their notable loyalty to brands.
This demographic group is characterized by its interest in making informed decisions, showing a 6% increase in reading warning labels compared to previous generations. They are more informed and conscious consumers, making them a key segment for brands. It is essential for brands to go beyond stereotypes and focus on authenticity, embracing the diverse interests and values of this generation.
Individuals over 60 years old are being recognized as a powerful and growing demographic group. They have financial means and available time to consume, making them active and independent shoppers. They are hyper-connected and have adapted their communication channels, actively participating in digital media and social networks.
Globally, 84% of this group has made online purchases, combining technology with in-person experiences. In Argentina, 34% make at least half of their purchases online, showing a growing interest in discount seasons. Moreover, 52% of them have a virtual wallet, demonstrating their readiness for this type of shopping.
To connect with this demographic group, brands need to recognize their dynamism, affinity for technology, and vitality. Breaking stereotypes and portraying them as active and independent consumers interested in various aspects of life is key. They are out and about, living life to the fullest, exploring new trends, and enjoying innovative experiences. It is essential to showcase their vitality and diverse interests to connect authentically with individuals over 60 years old.
