Age Branding In the 21st Century

Oct. 1, 2010 - PRLog -- Age branding can be compared to product branding - it is an expectation, a look, a message. Think "AARP" or "Geritol". The branding of these well-known products has determined the way senior consumers react to them - some more favorably than others. The brands send a message or tell a story. That, according to Harry R. (Rick) Moody, PhD, Director of Academic Affairs for AARP, is the first step to success. The Society of Certified Senior Advisors has a created a powerful handout for our CSAs that best explains the process of age branding and how, as a Certified Senior Advisor, you can structure your own branding in order to find success in the senior market.

Adults 50 and older have $2.4 trillion in annual income, which accounts for 42% of all after-tax income (U.S. Consumer Expenditure Survey). And with that number continuing to grow, it only makes sense that companies need to understand what attracts senior consumers.

Excerpt from CSA Handout, Age Branding In the 21st Century:

“In considering your brand in relation to the aging population, establish which of these four age-related categories of Age-Branding best suits your product or service’s target market – age-denial, age-adaptive, age-irrelevant or age-affirmative.”

“Age-Adaptive – Brands that say “there are some problems, but there are solutions’ and solve other people’s problems. CSAs must present solutions to problems that people may not yet feel they need to address. i.e. Viagra, hearing aids, home monitoring systems, long term care insurance, reverse mortgages.”

“Age-Affirmative – These brands offer age accepting ideas with their products. Consumers accept that they are in this stage of life and buy products which make their lives better. i.e. Sun City Grand retirement community, Experience Corps mentoring, Red Hat Society.

If you are a Certified Senior Advisor, you can download this pre-recorded webinar, Age Branding: Attracting Senior Customers, by visiting the CSA Member Portal at http://www.csa.us/Login.aspx

The Society of Certified Senior Advisors (SCSA), provides free resources and tools for our members as an ongoing commitment that we have in helping professionals to understand the complex and dynamic lives of modern senior citizens.

To obtain a free copy of this handout, please visit the Free Resources section of the CSA website, http://www.csa.us/freeresources.

About SCSA
SCSA’s mission is to educate professionals to work more effectively with their senior clients. For those who work with seniors, this means understanding the key health, social and financial factors that are important to seniors—and how these factors work together. CSAs are able to integrate this into their professional practices, no matter what field they’re in. They’ve learned how incredibly gratifying it is to help seniors achieve their goals, and the seniors they’ve worked with have learned how important it is to work with someone who truly understands their age-related circumstances.  For more information about SCSA and its educational course, please visit http://www.csa.us

Contact:
Erica Ananich, SCSA
(888) 538-2599
society@csa.us

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SCSA educates professionals to work more effectively with their senior clients. That means understanding the key health, social & financial factors that are important to seniors — so you can find success in the senior market.