Targetting older people - make sure print size is large
Most marketing campaigns are poor when it comes to targeting older consumers. Just take print size as an example. I gave a lecture recently to a company that produces electric razors. Good news: I use one of their products and have done so for the last 4 years. Bad news: I only realised the day before giving the lecture. Reason: the logo on the razor is so small that I need my reading glasses to see it and since when did I wear reading glasses in the bathroom when shaving?
I am only 49 but the company has lost 4 years of brand positioning in our home. The problem is even more obvious amongst consumers who are 10, 20 or 30 years older than I am.
Just take a look at the print size on the outside of toothpaste, or in packaging of medicines, or on restaurant menus (read by candelight).
Print size is just one of a huge number of ways that marketing executives discriminate against older consumers without realising it.
And remember that over 65 year olds own 75% of the wealth of the US and UK – and incidentally, 65% of them are women.