Beyond Stereotypes: Using Socioemotional Selectivity Theory to Improve Messaging to Older Adults

The tremendous heterogeneity in functional and demographic characteristics of the over-65 age group presents challenges to effective marketing and public-health communications. Messages grounded on tacit assumptions that older people are frail, incompetent, and needy risk being overlooked by most of the older population; on the other hand, ignoring age-associated vulnerabilities is problematic. We argue that although traditional approaches to market segmentation based on chronological age often fail, reliable age differences in motivation influence the types of information that older people typically prefer, attend to, and remember, and these differences can be used to inform communication efforts. Socioemotional selectivity theory maintains that as future time horizons grow limited-as they typically do with age-emotional goals are prioritized over goals that focus on exploration. As time left becomes more limited, positive messages are remembered better than negative ones, and products that help people savor the moment are preferred over those that benefit the long-term future. In addition, emphasizing individual strengths and personal resilience is likely to be especially appealing to older people.

Automated summary

The diverse characteristics of the over-65 age group pose challenges in effective marketing and public-health communications. Older individuals may overlook messages assuming they are frail and incompetent, while ignoring age-related vulnerabilities is also problematic. Marketing efforts should consider age differences in motivation and preferences, with emotional goals prioritized as time horizons diminish. Positive messages and products focusing on immediate enjoyment are remembered and preferred by older individuals, emphasizing individual strengths and resilience can be particularly appealing.