Q: We recently formed a coalition of 9 area park districts to offer programs to the 50+ age group in our County. I was searching the LERN website to look for the most popular programs/trends for the 50+ age group for 2012. Do you have any ideas or can you point me in the right direction?
A: Let me start by stating that LERN does not recommend mixing seniors and Boomers as target audiences. You are combining these demographic audiences by indicating programming for 50+ adults. Programming and marketing departments should not be looking at 50+ as one market. Boomers (ages 48-65) are not seniors, and do not want to be called or considered seniors or even called “older adults.” They see themselves differently - as 10 to 15 years younger than their chronological ages - and do not respond positively for courses and programs for “seniors.”
Boomers and seniors may both share some interests and may attend some of the same classes, but for different reasons. Thus, the marketing approach needs to be different and separate. So ideally there should be programming for seniors (over 65) and programming for Boomers. The two groups need different types of programming, with different marketing to match. Here are a few things to remember:
Boomers think they are younger than their chronological ages, so using language that speaks to things like adventure and travel can be effective. Boomers are also self-indulgent, so keep that in mind when developing copy for courses targeting them.
Seniors are readers – newspapers, books and more. History, culture and family are all very important to the generation of Veterans (ages 66+). They are motivated by the process of learning (“learn” is actually a buzzword for this generation), but are careful about who they do business with, so be sure to offer them complete and correct information.
As far as programming topics, here are some the things that will be meaningful to Boomers:
Classes that will help them stay active and involved with the community - e.g. fitness classes specific to their age group (toning, balance,conditioning) as well as yoga and pilates (which continue to be popular for all age groups, but look into targeted versions). Boomers want to stay fit and active.
Environmental and green/sustainability topics interest Boomers. They want to contribute to these areas to help future generations. They will be particularly interested in local initiatives, but will also respond to opportunities for eco-trips and tours. Most Boomers were hit hard by the recession, and even though they continue to seek adventure, they plan and choose carefully to find meaningful adventures and learning options.
Wine and beer tasting classes are always popular, and cooking classes that are fun and different also offer social interaction.
Both Boomers and seniors are driving the trend of pet ownership. Small dogs and cats are not just pets, but companions - and they get the royal treatment. Classes and professionals for training, grooming (pet massage, too) and dressing are growing.
Seniors continue to be interested in genealogy and history, and will be particularly interested in classes and trips/tours that put them in touch with the history of the area they live in. They appreciate opportunities for social contact, so book clubs, local or "armchair" travel. They want to understand the basics of computers, and particularly things like email and Skype that allow them to stay in touch with family but allow them to maintain privacy on their terms.
Please keep LERN informed as you develop your program, and let us know if we can help in other ways. We would be very interested in following your progress and finding out what's working for your coalition as this program grows for you.
Questions
Programs/ Trends for Certain Demographic Audiences
Jun 20, 2018 3:53:55 AM
by
Jordan Kivley
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