A lot of research on later life marketing has focussed on marketing to women. Men have largely been left out of the conversation.
But this month we changed that. Working closely in collaboration with the Silver Marketing Association to launch their latest White Paper.
Unlocking the motivations and unmet needs of this significantly underserved market sector. A complete reality check for businesses who are trying to engage this older demographic. One of the UK’s most valuable consumer groups.
There’s a huge representation gap, where modern marketing is missing the mark.
So, What are the Latest Findings?
Despite their significant spending power, men in later life don’t see themselves reflected in current advertising. And they distrust a lot of what they see.
They feel a lot younger than their chronological age. And they’re actively turned off by being portrayed as “old.” Fed up of being shown only in ads about funeral planning, mobility aids, and retirement homes.
They see themselves as active, experienced, and optimistic. And they feel ignored, stereotyped, and misrepresented by mainstream advertising.
There’s huge opportunity for businesses who take the time to get it right. And the potential for growth is enormous.
What’s important to Mid-Life Men?
They largely prioritise family, health, and friends. Topics of interest that will really engage them in your marketing storytelling.
They’re sceptical of blatant advertising and value conversations and recommendations from people they trust. So being salesy with your language just isn’t going to work.
And quality of product and service is crucial for them to stick with your brand. Brand loyalty isn’t driven by image. It’s reliability, and consistency that matter most to this older male market.
What are the Marketing Channels that Work?
Television remains a hugely important channel in their media consumption. Social media and email are also heavily used. And radio is also high on the list when you’re choosing your marketing channels.
But, these men aren’t easily influenced by in-your-face advertising. 50% admit to only an occasional advertising influence. And many see ads as an annoyance to be mistrusted. Actively skipping them whenever they can.
They’re very tech-savvy. Using the internet extensively for research, reading reviews, and comparing options before they make a purchase. And some even describe AI as a “superpower” for streamlining product research.
Decision-Making and Influencers
The research findings challenge the stereotype that women make all household purchasing decisions. Large purchases like cars and holidays are overwhelmingly perceived as joint decisions. And for purchases in finances, DIY, and technology, men often see themselves as the primary decision-makers.
There’s a deep scepticism of celebrity influencers. But there’s significant trust of credentialed influencers and consumer champions like Martin Lewis, David Attenborough and Richard Branson. So, think carefully about who you’re choosing to endorse and promote your product.
Marketing to Mid-Life Men and Beyond
So, what do you need to do to as a business for successful marketing to mid-life men?
1) Segment your audiences based on their interests, values, and mindsets. Focus on who they are, not just how old they are.
2) Avoid negative stereotypes of ageing and decline. And showcase the active, engaged reality of midlife men today.
3) Choose the right marketing channels to be in the same space as your key target audience.
4) Prioritise quality, trust and good service. The real drivers of loyalty for men in mid-life and beyond.
If you’d like to find out more, please get in touch. For detailed insights and a breadth of learnings to help take your marketing from strength to strength.