The marketing opportunity to educate California seniors about the benefits of having fun and how your product fits into that fun lifestyle.
In a fascinating article in the Wall Street Journal written by Clare Ansberry, she quotes Ken Dychtwald, CEO of Age Way,
“Seniors have more time to have fun—7 1/2 hours of leisure a day compared with 35-to-44 year olds, who have only around 4 hours.”
He goes on to presume that “older adults are at a loss for how to fill that time” which he says may explain why the average retiree watches 48 hours of TV each week. (Nielsen)
Ms. Ansberry goes on to write
“But many adults forget how to have fun. They’ve spent the past 40 years showing up for work every day, paying off mortgages, getting kids through school and taking care of aging parents. Having fun and being spontaneous – key elements of fun and play—get lost. Fun is important at every age, but can be even more beneficial as we grow older. The very things associated with it—laughter, levity, enjoyment and diversion can act as antidotes to stress, depression, and anxiety.”
In California, year-round outdoor activities can add to a fun, healthy and happy senior lifestyle. In an article entitled 7 Reasons Why People Age Better in California, Ann Brenoff writes that
“Californians, in general, are happier. Among other things she says, “exposure to sunlight combats depression and lifts spirits.”
And there are so many opportunities here to hike, bike, ski, play tennis and golf, enjoy the beach and enjoy the latest craze, pickleball. Maybe the California active lifestyle is a big reason why the life expectancy of 80.8 is the 4th highest of any state. And more importantly, California’s “healthy life expectancy”, which factors in illness and injury, is 67.7 which ranks 3rd in the U.S.
Of course, outdoor activities aren’t the only way to have fun. People have a wide variety of choices of how to have fun and play. As a California senior, while I enjoy outdoor activities like playing golf and going to the beach, I also love to go to movies and restaurants with my wife and friends, hang out with my kids, relax with a glass of wine or two, and get ready for this, I have fun at work. Without a passion for something, without a fun and active life, you’ve got a sedentary lifestyle. And a sedentary lifestyle is associated with decreased mental alertness, higher levels of stress, poor sleep quality, low self-worth, higher rates of disability, and diminished quality of life (Worldatlas) Now does that sound fun?
In his book, The Longevity Economy: Unlocking the World’s Fastest-Growing, Most Misunderstood Market, Dr. Joseph Coughlin talks about new ways to redefine seniors as a marketing opportunity.
“We’re living longer than ever and these bonus years are opening up vast new possibilities for products, services, and experiences.” He adds “Building the future of fun in a society where 100 years old is the new normal is perhaps the longevity economy’s largest growth opportunity.”
Photo by Benjamin Morris
- Partner Silver Advertising, specializing in marketing to Seniors. Author of The Silver Rush: Marketing to the California Senior.
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