NEW DIGITAL CONNECTIONS

Virtual connectivity became vital during the pandemic, and in turn, the adoption of technology quickly accelerated among the 60+ population. Smartphones, wearables and smart home technology are driving a market for “silver tech,” estimated to be worth 3.7 trillion dollars. The opportunity for digital services is boundless, as this cohort is looking for tech that improves mobility, financial wellness, health, and social connection. A slew of VR innovations have emerged and are being widely adopted in senior living communities in North America, offering everything from travel experiences to immersion therapy. As appetite continues to grow, innovators should seriously consider this cohort in their UX strategies, such as implementing voice assistance, simplifying navigation, or providing ‘pay by other’ options that allow family members to remotely manage their bills.

TRAVEL

Mortality has weighed heavily on the public consciousness in the past few years, and this generation has been particularly impacted due to greater health vulnerability. As a result, many have a renewed outlook on life and a desire to make up for lost time through increased travel and new experiences. According to Pinterest, older users are popularizing search phrases like “nomad normal” and “getaway car.” In a survey conducted by Avail, 82% of Boomers said they were planning to take between 1–5 trips in the coming year. Along with a desire to reconnect, this cohort is becoming more digitally savvy and are doing their research beforehand, and so arming them with knowledge on how to travel easily and safely is imperative. They are also open to different types and means of travel—for example, in the UK, National Express Group saw a 185% increase in bookings for coach holidays to local destinations by this group. Cater to this travel-hungry generation by highlighting bucket-list items, family activities, and safe and comfortable transportation options.

WORK & LIFESTYLE

Seniors today are seeing their age and position in life as an opportunity for new beginnings. Many are opting for semi-retirement to help fuel their new needs in a demanding economy. In a recent survey, 79% of Boomers expressed a desire to continue working on a reduced and flexible schedule—for example, taking on consulting work or mentoring opportunities. Financial strain and the need to maintain an active lifestyle has led to new living arrangements, such as the growing ‘golden girl’ or ‘boommate’ trend where seniors are moving in together. In addition, senior living communities are taking location into greater account, many targeting urban settings due to their walkability, everyday convenience, and socialization options. Businesses can start to cater to this more active lifestyle starting internally by tackling ageism in the workplace, expanding wellness options, and offering a softer approach to retirement.

BECOMING INFLUENCERS

As people crave more unique and authentic content on social media, mature influencers or “granfluencers” are inspiring younger generations with their individuality and lifestyle choices. Not only can boomer influences be traced through many nostalgia-induced pop culture trends like “grandmillennial” and “coastal grandmother” aesthetics, but this cohort still commands around 70% of disposable income in America and are estimated to spend $3.2 trillion annually. Brands are waking up to the power that this cohort wields: The entertainment industry is starting to offer more nuanced portraits of women over 55, such as the Sex and the City reboot and TV show Hacks. In China, “fashion grandmas” are trending on social media, including 79 year-old influencer Grandma Wang (“Who Only Wears High-Heeled Shoes”), who has over 16 million followers. Embrace the wealth of knowledge and authentic experience that this generation has to bring a new perspective to contemporary culture.

FINDING their INNER CHILD

Seniors are flipping the concept of “age-appropriate” and reconnecting with their inner child by introducing play into their daily lives. For example, one study estimates that video gamers between ages 55 and 64 have grown 32% since 2018. Boomers, just like their Gen X counterparts, are also searching for playful pastimes on Pinterest, with trending searches including “Indoor swings for adults” and “lollipop stick crafts for adults.” They are also taking the fun outdoors and to senior playgrounds—a trend started in China that

is spreading around the world. As the appetite for play grows, shift your marketing strategy to include this generation and design games that can fill their leisure time.