Time to challenge the entrenched marketing theory of market segmentation by age. It follows mindless formulas and plays into stereotypes about older people as needy and helpless. Buying online is increasing in older age groups. Why marketing to seniors is so terrible highlights some of the issues in sectioning out older people in a negative way, or worse in a patronising way. Here is an excerpt from the article:
THE ONE UNIVERSAL TRUTH ABOUT AGING The most surprising finding Tuma and her team discovered was when they asked people to envision an aging utopia–and an aging dystopia. In every single country surveyed, the utopia had generations living together in harmony, learning from each other, and helping one another other. The dystopia, conversely, strictly segregated young and old. Which one do we see most in advertising today?
When was the last time you saw anyone over 55 in a decent ad? The world of oldsvertising is a hellscape full of reverse mortgages, erectile dysfunction pills, and bathtubs that won’t kill you.
Time to focus on attitudes, not age. No more patronising pictures of older hands, thank you – real life please.
The answer is simple: improve the design of your packages and images to make them more inclusive. But it seems corporates are slow to change their approaches to design, instead preferring to stay with “tried and true” methods. The Inclusive Design Team at the University of Cambridge has been working on this issue for 15 years. They have come up with a three key components that help persuade businesses to think about their product and label designs from a different perspective. The title of the paper is, “Using Inclusive Design to Drive Usability Improvements Through to Implementation”. The article can be found on ResearchGate. or a book chapterin Breaking Down Barriers, a SpringerLink publication. The image shows the rise in sales after changing the pack-shot with Mini-Magnums increasing by 24%.
Abstract: There are compelling reasons to improve usability and make designs more inclusive, but it can be a challenge to implement these changes in a corporate environment. This paper presents some ways to address this in practice based on over 15 years experience of inclusive design work with businesses. It suggests that a successful persuasive case can be built with three key components: a proof-of-concept prototype, an experience that enables the stakeholders to engage personally with the issues and quantitative evidence demonstrating the impact of a potential change. These components are illustrated in this paper using a case study that was conducted with Unilever to improve the images used in e-commerce. The ice cream brand, Magnum is one of Unilever’s billion-dollar brands that implemented these changes. During an 8-week live trial, comparing the old and new images, the new images experienced a sales increase of 24%.
Champions of universal design are often told that to effect change you need a good economic argument. Several such arguments have been written, but have met with little success in terms of gaining greater acceptance of universal design and inclusive practice. Shops, buses, buildings, hotels, meeting places, schools, parks, tourist destinations, and homes still remain inaccessible to many. The tourism sector has recognised that telling hotels and holiday businesses that they are missing out on a significant market is not sufficient of itself to make change. What is needed is more “How to…”. The latest publication discussing economics, is on the purchasing power of working age people with disability. It travels over familiar ground with the latest statistics, facts and figures relative to the United States. It compares the disposable income of people with and without disability and with different disabilities, and goes on to discuss the data from a marketing perspective.