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Reaching the Traditionalists: a study identifying 65-85 year olds and how to effectively communicate with them

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Reaching the Traditionalists: a study identifying 65-85 year olds and how to effectively communicate with them

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REACHING THE TRADITIONALISTS:

A STUDY IDENTIFYING 65-85 YEAR OLDS AND HOW TO EFFECTIVELY

COMMUNICATE WITH THEM

by

Jennifer Marla Norris

A Thesis Presented to the
FACULTY OF THE GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
MASTER OF ARTS
(STRATEGIC PUBLIC RELATIONS)

May 2008

Copyright 2008 Jennifer Marla Norris

ii

Table of Contents

List of Tables iii

List of Figures iv

Abbreviations v

Abstract vi

Chapter 1: Introduction 1

Chapter 2: Seniors in America 3
Societal Misconceptions and Negative Perceptions 4
What to Call Them 6

Chapter 3: Profile of the Traditionalists 10
Demographics 13
What’s on Their Minds 15
Health and Well-Being 20
Lifestyles 24
Financial Affairs 32
Purchasing Decisions 34
Media Use 39

Chapter 4: Traditionalists as an Inadequately Targeted Market 48

Chapter 5: Segmenting the Senior Audience 58

Chapter 6: Method 66

Chapter 7: Results and Findings 67
AARP the Magazine 67
Sun City Shadow Hills Promotional Materials 73

Chapter 8: Conclusion 82
How to Communicate with the 65-84 Audience 82
The Future of Traditionalists 90

Glossary of Terms 95

References 97

Appendices 107
Appendix A: Online Activities 107
Appendix B: Gerontographical Groups 108
Appendix C: Gerontographical Marketing Programs and Strategies 111

iii

List of Tables

Table 1: Online Activities 107

Table 2: Marketing Programs and Strategies 111

iv

List of Figures

Figure 1: Number of Persons 65+, 1900-2030 13

Figure 2: Marital Status of Persons 65+, 2005 15

Figure 3: Median Earnings by Sex, 1999 19

Figure 4: Living Arrangements of Persons 65+, 2005 25

Figure 5: Grandparents Who Were Caregivers for Grandchildren, 2000 27

Figure 6: Health Insurance Coverage of Persons 65+, 2005 36

Figure 7: Media Usage by Audience, 2005 40

Figure 8: Lifestage Segments of the Mature Market 64

Figure 9: AARP the Magazine Article Content, Nov/Dec 2007 Issue 68

Figure 10: Quoted Sources, AARP the Magazine, Nov/Dec 2007 Issue 69

v

Abbreviations

AAC – Active Adult Community

AOA – Administration on Aging

CAB – Cable Advertising Bureau

CDC – Center for Disease Control

CMCS – Center for Mature Consumer Studies

NAA – Newspaper Association of America

NAAS – National Academy on an Aging Society

NCA – National Academy on Aging

NCHS – National Center for Health Statistics

NCES – National Center for Education Statistics

NIA – National Institute on Aging

NRC – National Resource Council

PHAC – Public Health Administration of Canada

RAB – Radio Advertising Bureau

SCSA – Society of Certified Senior Advisors

SVR – Silicon Valley Radio

TBBA – TV Bureau of Advertising

vi

Abstract

In recent years, Traditionalists – seniors ages 65-84 – have received increased
attention by the media and marketers due to their tremendous numbers, wealth, and
discretionary time and income. Yet, the research conducted in this study reveals that despite
this increased attention, communicators are still not effectively reaching this audience
because of lingering stereotypes and inadequate data. This finding has significant
implications for communicators seeking to effectively reach Traditionalists with appropriate
messaging and highlights the need and importance of this study.
Using traditional research methods and content analysis of current publications
targeting this audience, this study investigates how this audience is currently being messaged
to and communicated with by media outlets, organizations and society in general, in order to
ascertain what is and what is not effective. By analyzing these findings plus their
demographic and personal characteristics, the author offers strategic recommendations on
how to effectively reach this audience and provides a glimpse of what changes will impact
this audience in the future.

1
Chapter 1: Introduction
As the population of the United States continues to age, businesses and industries of
all sizes are directing increased attention to older consumers, not only for products made
specifically for older people or health aids, but even for products and services which
traditionally appeal to younger audiences. This is appropriate as older individuals have
become increasingly attractive targets based upon their sheer numbers, discretionary income,
consumption of news and information and their purchasing habits.
This older demographic, known by many labels, represents more than 36 million
people, a population so large and diverse that understanding who they are and how to
communicate with them is both a growing challenge and topic of recent study.
Given the current -- and potential -- importance and growth of the senior market, one
would expect that many marketers and communicators would make a significant effort to
adequately target and communicate with this burgeoning demographic group. Yet, the
variation in age qualification and labeling of this audience has created some confusion about
whom and what the mature market is while old, negative stereotypes remain. Most
marketers and communicators fail to fully understand the senior market, its value to society
and contribution to the economy. Coincidentally, charges have been made that the mature
market is overlooked, undervalued and inadequately communicated with, even by
publications and providers targeting them (Ordona, 2004; Peterson, 1992).
This study will address these issues by defining today’s seniors, identifying ways to
segment the market and offering strategic recommendations about how to communicate with
them. Through secondary research and content analysis of senior-oriented publications, this
study will also assess the ways in which seniors are communicated with today and the issue

2
of whether or not it is appropriate and adequate. Finally, future trends for the senior market
will be outlined.
Literature Review
Throughout history, most people did not age; they died due to infectious diseases,
accidents and violence. Although some lived to 50, 60 even 80 years old, they were few and
far between, as life expectancy at birth was less than 18 years for thousands of years
(Dychtwald, 1999, p. 1).
However, in the past millennia, life expectancy has climbed from an average of 25-
47 at end of 19
th
Century to 76 today. According to the 2006 Profile of Older Americans by
the Administration on Aging (AOA), most people today will add an additional 18 years to
their lives (p. 2) and will easily age into their 80 and 90s (AOA, 2006).
Because “few medical breakthroughs occurred before the onset of decreased
mortality from heart disease and stroke in the 1960s” (Finch & Crimmons, 2004, p. 1739),
the rapid increase in longevity among the elderly that began in the latter part of the 20
th

Century is generally attributed to lifestyle changes and medical advances, including
improvements in sanitation, public health, food science, pharmacy, surgery, medicine and
wellness-oriented lifestyles. Yet research by Finch and Crimmons (2004) at the University of
Southern California’s Andrus Gerontology Center indicates that while the above factors have
and continue to play a role in the increasing the life spans of today’s older audiences, the
reduction in exposure today’s seniors had to infectious diseases during infancy/adolescence
as well as decreased inflammation throughout their lifetimes has also made a significant
contribution to their noteworthy increase in longevity (p. 1736).

3
Chapter 2: Seniors in America
Throughout American history, the role, status and value society has placed on
seniors has gone through significant changes. As gerontologist and author Ken Dychtwald
(1999) describes in his book Age Power, in Colonial America, the elderly were venerated,
treated with respect and were even thought to be the beneficiaries of divine will because of
their advanced age. Because medical science had not yet discovered causes of degenerative
diseases, it was generally believed that the key to long life was the practice of temperance,
moderation and religious virtue – a lifestyle thought to be perfected through old age (p. 7).
So highly valued was old age that both men and women tended to exaggerate their age when
asked and even clothing and wigs were designed to give the look of older age (p. 9).
This paradigm shifted during the Industrial Revolution in the second half of the 19
th

Century. While agricultural societies allowed people to work well into old age, in an
industrialized world, elderly people slowed down the assembly line and, therefore, reduced
productivity. Furthermore, because industrial technology was new, society in general
believed that “the wisdom of the old offered little useful advantage over the enthusiasm and
raw strength of the young” (p. 10), with some obvious exceptions such as older business
owners, religious figures, authors, U.S. Presidents, etc. The status and respect old people
had enjoyed as property owners and heads of families eroded and they came to be seen as a
social burden (Dychtwald, 1999, p. 10).
No longer valued for their experience and insight, by the 1920’s, increasing
discrimination against older men and women in the workplace and in the community
exposed growing numbers of older people to the threats of loneliness and destitution (p. 14).
By 1930, approximately 30 percent of the nation’s elderly were living in poverty while
medical advances continued to prolong the lives of America’s elderly (Berman, 2004).

4
Eventually, modern medicine proved that it was not “divine intervention” that kept
some people alive longer and, as a result, the elderly were no longer considered experts on
how to achieve healthy old age (p. 12). Given the change in the perceived value of age, the
best seats and highest positions were no longer reserved for the elderly. “Gaffer” and
“fogy,” once terms of respect, took on negative connotations as society grew to favor the
young.
Societal Misconceptions and Negative Perceptions
In a recent article about the active lifestyles of today’s seniors, the author likened
society’s perception and treatment of older people to a classic scene in the 1975 movie
“Monty Python and the Holy Grail.” In the movie, a man pushes a cart through a plague-
ridden village, crying, “Bring out your dead! Bring out your dead!” As more and more
bodies piled up on the cart, one insists, “But I’m not dead yet” (Kelly, 2000, para 1).
A key turning point in society’s perception of the elderly and the horrible poverty-
bound cycle for seniors came on August 14, 1935, when President Roosevelt’s New Deal
created a financial safety net that would help protect America’s elderly from poverty-ridden
old age and get young men working again – the Social Security program. Although not all
old people were poor or destitute at this time, the Social Security program also came to the
aid of those seniors who were living longer and longer, thereby exhausting their savings.
Other programs, such as Medicare and the Older American Act signed in the mid-1960s,
also helped keep older people out of poverty and remain self-sufficient, active members of
society.
Although the tide of negative perceptions of the elderly and the youth-centeredness
of society turned shortly before the Second World War, many societal and stereotypical
misconceptions persist even today. Even in the last few decades, older people still suffer

5
more stereotypes for their age group than do the young (Brewer & Lui, 1984, cited in
Hummert, Shaner, Garstka & Henry, 1998, p. 129) and middle aged (Hummert et al., 1994,
cited in Hummert et al, 1998, p. 129). According to research by Ryan et al. (1986), negative
perceptions and stereotypes are often inappropriately and painfully attached to the actual
location where people meet (i.e., a rest home as opposed to a university or active senior
community) (cited in Hummert et al., 1998, p. 129).
While age prejudices and these negative perceptions are based on fiction,
gerontophobia is extremely dangerous, as described in a recent interview with Ken
Dychtwald (2000) in the Journal of Consumer Marketing. “[Gerontophobia] is especially
destructive in the media which are youth obsessed, in marketing which portrays old people
negatively, and in the workplace where well-meaning managers hold a variety of
misconceptions about the relationship between productivity and aging” (p. 273).
In spite of these lingering prejudices and unrealistic fears, the image and value of
seniors in society has slowly been changing for the better over the past 70+ years with
radical improvements in the past 20 years. One of the biggest contributors to this change is
the way in which this audience now perceives itself (Lancaster & Williams, 2002). Today’s
seniors see themselves as younger than they are, thereby changing the image of old age from
feeble, naïve and vulnerable to one that is youthful, active and employed (Bennett Kinnon,
2006).
Similarly, as the director of the Center for Mature Consumer Studies (CMCS) at the
Robinson College of Business at Georgia State University, George P. Moschis, explained, by
seniors seeing themselves as younger, they are redefining the concept of growing older.
Furthermore, according to a recent Live Science article, by living longer, healthier lives,
seniors are refusing to be excluded as members of society and a valuable market segment

6
(Than, 2006). “One of the most important and dramatic results of this behavior is that the
stigma associated with being old is disappearing; seniors are proud of their age and society’s
attitude is reflecting this pride” (Brock, 1998b, para. 6).
Furthermore, with the strength, size and political clout of AARP, the world’s
second-largest non-profit organization and one of the most powerful lobbying organizations
in the country, this self-appointed “party of the old” continues to advocate for seniors
nationwide, ensuring their voices are heard and that their concerns and needs do not go
unaddressed.
What to Call Them
Increasingly, the subject of “aging” is receiving a great deal of attention in the media
due to the growing size of the older population, stemming from increased longevity and
good health by today’s seniors and the size of the aging post World War II “Baby Boom”
generation. Today one can hardly turn on the TV or pick up a periodical without noticing
content about aging issues: long-term care and caregiving, Medicare and Social Security,
health insurance, retirement policies and financial planning, maintenance of health through
exercise and nutrition, and the changing lifestyle of older people, including second careers,
further education and adventure travel.
Yet with the growth and increasing diversity of older adults in terms of age, issues
and lifestyles, the definition of who is a senior is changing. What defines one as a “senior”
is largely subjective and lacks a clear description – both in age and terminology. This group
is also referred to as: older adults, mature adults, the elderly, grey market, senior citizens,
50+ and the aged. However, many seniors do not like labels and titles that reflect ideas
associated with traditional stigmas of aging (Brock, 1998b, para. 17).

7
According to a recent study by Weijters and Geuens (2006) evaluating age-related
labels, the term “senior” has come to be accepted as a shorter and gentler version of “senior
citizen” and is a more generally preferred term among most older adults as it indicates
people who aren’t young anymore but still active (p. 788). It is also more accepted than “old
people” or “aged,” which are used less today, because the terms have negative connotations.
This is especially true as people live longer and feel young much later in life (Weijters &
Geuens, 2006, p. 788; Walker, 2002, p. 8).
Seniors do not want to be called “elderly” unless they are 85+ and never want to be
referred to as the “grey market” (Fairley, Moschis, Meyers & Theisfeldt, 1997); even
“retired” has both positive and negative connotations among various age groups. However,
“retired/retiree” is not often used anymore as a general senior audience label as so many
older adults are not retired and as so many people now retire before they reach the traditional
retirement age of 65 (Weijters & Geuens, p. 788).
Society’s contemporary marker of old age is 65. Germany’s Otto von Bismarck
selected this age in 1881 when he introduced a retirement program which asserted that
workers should be granted retirement pensions and national health insurance (Trussell, 2007,
para. 5). Decades later, when President Roosevelt created the Social Security
Administration to help pull the country out of the Depression, he followed von Bismarck’s
precedent and benchmarked 65 as the age requirement for citizens to begin receiving
government income (ibid). Although life expectancy has risen significantly from 63 years
old in the 1930s, the age criteria of 65 for government income and Medicare has still not
changed.

8
The determination of age cut-off points for identifying a senior is a delicate
question. This is often because, according to Moschis et al. (1997), age boundaries are often
chosen based on references to authors or organizations and are essentially arbitrary (p. 283).
Although younger audiences generally designate 50-55 as the boundary between
seniors and younger audiences (Weijters & Geuens, 2006, p. 785), respondents aged 50-60
indicate that 64.7 is the “threshold” for becoming a senior (Ylanne-McEwen, 2000;
Lancaster & Williams, 2002). And with people living longer and healthier, many do not
want to be referred to and viewed as “old” until they reach their 80s. Today’s older adults
feel and act young well beyond 65; and, unless there is a particular purpose or benefit, such
as early retirement qualification, Baby Boomers most often to do not want to be labeled as a
“senior” simply by turning 50. As Victor Hugo once wrote, “Fifty is the old age of youth;
50 is the youth of old age.”
In spite of seniors’ preferences, more often than not, defining seniors as those 50 or
55+ is the common, though not universally accepted practice in contemporary society
(Ahmad, 2002; Dunne & Turley, 1997, as cited in Weijters & Geuens, p. 785). But for many
organizations and businesses producing goods and providing services for seniors, 55+ is too
broad a classification.
Therefore, “seniors” are increasingly segmented by society and marketers into
general age groups or “life stages,”, such as young seniors, older seniors and old, old seniors
(Weijters & Geuens, p.785) or middle age, later maturity, and old age (Atchley & Barusch,
2004). Others group seniors into ten-year sub-groupings such as the following (Walker,
2002, p. 9):
55-64 Pre-retiree and early retiree
65-74 Retiree

9
75-84 Older retiree or mature adult
85+ Elderly
Because of the often arbitrary or self-serving nature of grouping or categorizing
seniors by age or by term, this paper will instead focus on a cohort of seniors aged 65-84 –
the “Traditionalists.” Due to the relative vitality, wealth, political prowess and economic
impact of Traditionalists compared to the elderly (85+), and because they are so different
from their Baby Boomer children, the Traditionalists are a unique and the most powerful
segment of the senior market.
Although they were born over a 26 year time period, the Traditionalists share a great
number of experiences with each other and have many similar characteristics based on the
era in which they came of age. Therefore, for the duration of this paper, 65-84 year olds will
be referred to as “Traditionalists.” The terms “seniors” and “older audiences” will refer
generally to anyone who is 65+.

10
Chapter 3: Profile of the Traditionalists
Today’s 65-84 year olds are the product of the environment into which they were
born and grew up and subsequently raised their families; an era defined by the Great
Depression, the Second World War, the dropping of the atom bomb, the Korean War and the
Cold War. Given the impact these events had on their lives and the values and
characteristics it instilled in them, members of this audience have been labeled the World
War II Generation and the Swing Generation.
World War II Generation
The oldest Traditionalists are today 75+, having been born shortly after the turn of
the century through the early 1930s (Mitchell, 1998, p. 28). Having come of age during the
Great Depression and the Second World War, a time when “economic despair hung over the
land like a plague” (Brokaw, 1998, p. XIX), their attitudes and values have been and
continue to be significantly impacted and shaped by these events (p. 7). After these citizens
came home from the war to “joyous and short-lived celebrations,” they immediately began
the task of rebuilding their lives and modern America (p. XX). The accomplishments of
“These men and women, whose everyday lives of duty and achievement and courage gave us
the world we have today,” resulted in Tom Brokaw dubbing them the “Greatest Generation”
(ibid).
According to American Generations, although they are not as well-educated as
subsequent generations (Mitchell, p. 7, 88), members of the World War II Generation are
firm in their ways and passionate about their convictions, beliefs and values, placing
tremendous value on duty, honor, patriotism, family and saving. Even as they age, members
of this generation continue to help change public perception of what it means to be old;

11
generally speaking, many – though certainly not all -- live comfortably, feel relatively good,
are financially secure and are extremely well-read and active (p. 28).
Swing Generation
The Traditionalists are dominated by the Swing Generation. Having been born in
the early 1930s through 1945, they are today in their mid 60s to mid 70s. So named because
they were caught between the World War II Generation and the Baby Boom Generation,
these individuals often “swing” both ways in terms of having characteristics and qualities of
both generations (p. 6): some are as conservative as their older peers, while others accept
more of the casual lifestyle and anti-war tendencies and beliefs of younger audiences.
Although they were also called the “Silent Generation” because of they did not
speak out and protest the abuses of “Macarthyism” in the early 1950s, they were certainly
active and spoke out during the civil rights years and during the Korean and Vietnam Wars.
Today, they continue to make news as they lead many of the nation’s largest corporations
and hold top spots at all governmental levels. However, having spent the last 40-50 years in
the workforce, they are starting to retire, finally trading power for personal pursuits (p. 23).
In spite of their variance in age and, therefore, the age at which they experienced key
events in history, “Traditionalists have an enormous connection to the era in which they
grew up and their peers with whom they have shared so many experiences, from pop culture,
world events, politics and evolving technology” (Dychtwald, 1999, p. 204). Having made
sacrifices through the Great Depression and been shaped by the Second World War, this
audience is patriotic, religious and is loyal to family and personal commitments (“Growing
Audience,” 2006a, p. 26). Furthermore, as Tom Brokaw (1998) describes in his book The
Greatest Generation, “there is a common theme of pride in all that they’ve accomplished for

12
themselves, their families and their country; yet so little clamor for attention given all
they’ve done” (p. 388).
Struggling through decades of social and political uncertainty, often shadowed by
the threat of poverty, most Traditionalists were forced to make due with modest means and
delayed gratifications. According to J. Walker Smith and Ann Clurman in the Yankelovich
report, Rocking the Ages, “Duty came before pleasure and high value was placed on hard
work. As a result, they learned to save money and live frugally” (Dychtwald, 1999, p. 59).
To be sure, Traditionalists have gotten used to the better life, “including the so-
called entitlements such as Medicare, Social Security, cost-of-living increases, and senior-
citizen discounts; yet, in spite of this, they retain at the core of their being a strong sense of
self-reliance and gratitude” (Brokaw, p. 388). As Dychtwald describes in Age Power, their
experiences have left today’s Traditionalists “with a high degree of confidence in the
government, large employers and traditional authority figures and institutions, from unions
to doctors, to politicians to church leaders” (p. 207). They feel that the government has
given them a fair deal and most are inclined to believe that, at the end of the day, political
leaders and employers will honor their commitments (ibid).
As healthcare consultant Rhoda Weiss (2004) described in a Health Progress article
on communicating with seniors, “Traditionalists are comprised of generations who needs
aren’t defined so simply by age but by lifestyles, life stages, responsibilities, interests and
health” (para. 3). Therefore, to fully understand who and what the 65-84 senior audience is,
this study will address seven key areas/aspects:
- Demographics
- What’s on their minds
- Personal health and well-being

13
- Lifestyles
- Financial affairs
- Possessions and purchasing preferences
- Media consumption
Demographics
During the 20
th
Century, while the size of the 65 and younger demographic in the
U.S. tripled, the 65 and older demographic increased by a factor of 11 (“65+ in the United
States,” 1995). Since 1900, the percentage of Americans 65+ has gone from 4.1 percent in
1900 to 12.4 percent in 2004, and their numbers have increased from 3.1 million to 36.3
million (AOA, p. 2), and are projected to swell to over 54 million by 2020. Today, one in
eight Americans is 65 or older (U.S. Bureau of the Census, cited in POA, p. 2).
Figure 1:
Number of Persons 65+, 1900 - 2030 (numbers in millions)
3.1
4.9
9
25.7
31.2
35
40.2
54.6
71.5
16.7
0
10
20
30
40
50
60
70
80
1900 1920 1940 1960 1980 1990 2000 2010 2020 2030
Year (as of July 1)

Note: Increments in years are uneven.
Note: From January 2004 Census Internet Release. Cited in “A Profile of Older Americans: 2006,” by the
Administration on Aging, p. 3.

The older population itself is also getting older. In 2005, the 65-74 age group (18.6
million) was over 8.5 times larger than it was in 1900, but the 75-84 group (13.1 million)

14
was 17 times larger (AOA, p. 2). In 2005, the U.S. Census reported that 18.5 percent of
persons 65+ were minorities: 8.3 percent were African American, 6.2 percent were Hispanic,
3.1 percent were Asian or Pacific Islander, and less than one percent were American Indian
or Native Alaskan (p. 6). Ten percent of people 65+ are foreign born, although, by the 2000
Census, the majority of these people had become naturalized citizens (Gist & Hetzel, 2004,
p. 4).
At the time of the last census, 29 out of 50 states showed senior population growth
that equaled or exceeded the national 12.4 percent average (Hetzel & Smith, 2001). The
bulk of the growth of the 65+ audience took place in the West and the South, 20 percent and
16 percent respectively. Meanwhile, the Midwest only grew by seven percent and the
Northeast by five percent. California, already the most populous state, had the largest
increase in the number of seniors with 3.6 million, though Florida still has the greatest
percentage of seniors (p. 3).
Much more of the Swing Generation finished school than did the World War II
Generation, which went off to war or work (Annual Social and Economic Supplement, 2005,
cited in AOA, 2006, p.12). However, between 1970 and 2005, the percentage of these 65+
who had completed high school rose from 28 percent to 74 percent and by 2005, almost 20
percent had a bachelor’s degree or more (however, the percentage of older adults who have
completed high school varies considerably by race and ethic origin: 79 percent of whites, 66
percent of Asians and Pacific Islanders, 54 percent of African-Americans, and 40 percent of
Hispanics).
As reported in the 2005 Annual Social and Economic Supplement to the 2000 U.S.
Census, 72 percent of surviving men and 42 percent of women 65+ are married; almost half

15
of older women are widowed (43 percent); those divorced and separated represented only
10.8 percent of all older people in 2005 (cited in AOA, p. 4; Mitchell, p. 231).
Figure 2:
Marital Status of Persons 65+, 2005
72%
14%
10%
4%
42%
43%
11%
4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Married Widow ed Divorced / Separated Single, Never Married
Men
Women

Note: Based on data from the 2005 Current Population Survey, Annual Social and Economic Supplement
of the U.S. Bureau of the Census. Cited in “A Profile of Older Americans: 2006,” by the Administration
on Aging, p. 4.

What’s on Their Minds
From family to finances, health to healthcare, and retirement to relationships,
Traditionalists have a lot on their minds. While each person is different, shaped by their
own experiences, beliefs and dreams, no matter one’s age or individual interests, one thing is
true of Traditionalists: regardless of the cost, “they will do almost anything they can to
remain independent … till they die” (Mitchell, p. 111).
Though this desire for independence is by no means limited to or uniquely
descriptive of seniors, many members of this population segment are at an age where other
people, such as doctors, children, caregivers, etc, are beginning to take over decision-making
processes and other aspects of their independence, sometimes before seniors need or want
the outside assistance. Most of the time, seniors do not want to give up their ability to make
decisions, live on their own or manage their day-to-day lives and their futures. This need for

16
independence manifests itself in their concern and attention to maintaining and enhancing
their quality of life, assessing and monitoring their personal health and safety, paying close
attention to their finances, following day-to-day schedules and enhancing their personal
relationships and social lives.
Increasing Longevity and Quality of Life
Seniors do not want to be treated or viewed as “old before their time” (Lancaster &
Williams, 2002). In their research on how to segment older audiences, Lancaster and
Williams found that many Traditionalists do not “identify with older people,” nor do they
want to be “labeled as old or disabled just because of their age” (p. 409). Today’s seniors
feel and act younger than did generations before them and many are actively pursuing
strategies for longevity and well being, thereby adding years to their lives while improving
their quality of life (Weijters & Geuens, 2006).
What makes today’s seniors different from past generations is their active rather
than passive involvement in their lives; they don’t just accept what is handed to them. As a
result, they are no longer idle: rather, they are enriching their lives, making decisions and
enjoying their lives (Brock, 1998a). Whether participating in physical, social or leisure
activities (Hummert, et al., 1998), getting involved in “Health for Life” programs at
longevity centers (Weiss, para. 13), or moving into an active adult community, today’s
seniors are fighting off old age and its stereotypes by remaining active and having fun. This
plays a vital part in their overall health and well-being and correlates with higher levels of
self-satisfaction (Lancaster & Williams, 2002).
Health and Personal Safety
At the top of the list of Traditionalists’ concerns is their personal health and safety
(Ylanne-McEwen, 2000, p. 87; Brock, 1998a, para. 4). This includes issues such as exercise

17
and fitness, crime control, injuries and prevention, illness and disease and whether or not
they do or will need home or ambulatory care (CMCS, 2007). As such, Traditionalists are
eager to read information about healthcare (Weiss, 2004) and issues related to local and
national crime (Moschis, 2003), as well as invest in personal safety products and health
aides. For many, this is often because they are alone due to the loss of a spouse or their
social networks in retirement.
Fear of being the victim of a crime is one of the greatest concerns seniors have about
society (Society of Certified Senior Advisors [SCSA], 2005, p. 37). According to the
National Council on Aging’s (NCA) 2000 survey of the aging experience in the U.S., fear of
crime (36 percent of respondents) was greater even then the fear of loneliness (21 percent of
respondents (ibid). Making this fear all the more real is the fact that, in 2001, 44 percent of
seniors who were victims of crimes – including burglary and elder abuse - knew their
perpetrator (Vierck & Hodges, 2005). According to the National Research Council (NRC)
(2002), between one and two million seniors have been injured, exploited or otherwise
mistreated by someone they know and/or depend on for care and protection (cited in SCSA,
p. 38).
Money
Although their declining health frightens them, Traditionalists are particularly
anxious about their loss of financial independence, Moschis (2002) reports. According to
research by CMCS and a recent survey by the NCA, not having enough money was
considered a more serious problem (41 percent) than poor health (32 percent) (Gardin, 2000,
cited in Moschis, 2002, p. 63-64). This is because money often correlates to independence.
“Although for some, this loss of financial independence is only a perceived or
potential problem,” writes Michael Walker (2002), author of Marketing to Seniors, “for

18
others, it is a valid concern since it is difficult to predict the potential impact of health
expenses on their future finances” (p. 13). Because they are living longer, often with chronic
conditions or by themselves, seniors are sensitive to unexpected costs. Many are particularly
worried about being able to pay for long term care should they need it (p. 63), especially as
many are also financially dependent on government subsidies.
Day to Day Living
In a 2002 Generations article, George Moschis described how, as a result of seniors’
concern of their personal finances and the thought of financing current or potential future
costs, “many seniors may have to work longer, save more or live with lower standards of
living” (p. 63). According to current labor force statistics, 5.3 million (15.1 percent)
Americans age 65+ are in the labor force (working or actively seeking work), including three
million men and 2.3 million women. Together, they constituted 3.5 percent of the U.S. labor
force (“Current Population Survey,” 2005; AOA, p 12).
While many do take it easy as they get older, “the majority of those 65-70 still
dedicate time to money making ventures on a weekly basis” (Winski, 1992, para. 15; AARP,
2007). In fact, because so many of its members were not retiring, the American Association
of Retired Persons had to change its name to AARP (Trussell, para. 7).
According to Bill Novelli (2007), Chief Executive Officer of AARP, given their
current or long-term financial situation, many seniors have no choice but to keep working
beyond traditional retirement (para. 4). For many, this means dealing with age
discrimination in the work place and sometimes lesser wages. However, according to
Dychtwald (2000), this is starting to change and will increasingly do so as employers begin
to feel the demographic pinch of not having as many younger workers as they did in
previous decades (p. 274).

19
On the other end of the spectrum are those seniors who prefer to continue working,
either to maintain their financial status and social life or because of the personal satisfaction
it brings. In 2000, men, aged 65-74 had the highest median earning of all age groups (see
figure 3). This statistic is not surprising, however, as many of these men are the heads of
private, public, governmental and non-profit organizations.
Figure 3:
Median Earnings by Sex, 1999
(For employed, full-time, year-round workers)
$26,099
$26,438
$32,532
$31,556
$21,790
$20,831
$23,005
$27,194
$22,511
$37,057
85 and older
75-84
65-74
65 and older
All w orkers, 16 and older
Men
Women

Note: From “We the People: Aging in the United States,” by Yvonne Gist and Lisa Hetzel, December
2004, The U.S. Census Bureau, p. 7.

For those who prefer to keep working after 65, most seniors prefer secure, part-time
jobs that are less stressful than the jobs they had during their previous careers with greater
flexibility in work content and a healthier balance between work and leisure (Novelli, 2007).
As such, companies are and will continue to adjust and modify work schedules to
accommodate the preferences of older workers.
Relationships and Social Life
According to an article in the March 2007 issue of The Journals of Gerontology,
“maintaining social connections and having access to social support are key markers of
successful aging” (Rowe & Kahn, 1998; cited in Shaw, Krause, Liang & Bennett, 2007,
para. 5). Furthermore, according to Dr. Gary Small, director of the UCLA Center on Aging,

20
“Socially connected people live 20 percent longer” than those who are not (“Publications,”
2007).
Although the need to communicate and interact does not change as one ages,
Hummert et al (1998) says that the motivations do (p. 124). These motivations are affected
by life position and age: for example, those in ill-health or isolation communicate for control
of others and to seek comfort from others; those with positive views on life communicate to
give something back to others by expressing pleasure and affection (ibid). Often, the loss of
social life or key relationships due to changing life circumstances or death of a spouse is
why some people keep working, move to retirement communities, join clubs and/or
volunteer. This fear of loneliness and need for relationships and social interaction has
resulted in an increase in opportunities and activities for single seniors, including cruises,
online dating and chatting sites, senior center clubs and memberships in senior
organizations.
Health and Well-Being
According to the U.S. Census Bureau’s Current Population Survey, in 2005, 38.3
percent of non-institutionalized older persons assessed their health as excellent or very good
(although African-Americans, American Indians and Hispanics were less likely to rate their
health as such than were older Whites or older Asians) (AOA, p. 12).
Physical Health
While diversity is a hallmark of the senior population, some changes do accompany
aging and even healthy seniors experience losses that can affect their access, level of interest
and capacity to receive and understand information: this includes visual acuity, hearing,
agility and mobility and social and emotional changes. According to the 2005 Journal of
Visual Impairment & Blindness, more than 25 percent of those in their mid 70s reported

21
functional visual impairment, making it one of the leading causes of the loss of
independence among the 65+ audience (O’Donnell, 2005, para. 2).
According to Vierck and Hodges (2003) in their book Aging: Demographics, Health
and Health Services, 80 percent of Traditionalists have one or more chronic disease or
ailments. According to their research, 50 percent of seniors have two or more chronic
ailments and 24 percent have problems so severe as to limit their ability to perform one or
more activities of daily living (ibid). Research also indicates that there is a progression of
severity in chronic conditions as seniors age: 45 percent of those 75+ are limited in their
activities because of chronic conditions as opposed to only 34 percent of those 65-74
(National Academy on an Aging Society [NAAS], 1999).
Furthermore, older women are more likely than men to experience disability (He,
Sengupta, Velkoff & DeBarros, 2005, p. 1). Among the most frequently occurring
conditions of older person is hypertension, arthritis, heart diseases, cancer, diabetes and
sinusitis (AOA, p. 12); and while Alzheimer’s seldom occurs before middle age, after 60 its
likelihood doubles about every five years (Alzheimer’s Association, 2008). And even
though seniors account for roughly 13 percent of the U.S. population, “they account for more
than 24 percent of all doctor visits, 44 percent of all hospital bed stays” (CMSC, 2007;
Dychtwald, 1999, p. 113), and already consume 60 percent of all healthcare spending
(SeniorMag.com, 2004).
Unfortunately, seniors don’t only face chronic diseases and ailments that
traditionally set in with the onset of aging. As they age, seniors often begin to take
increasingly poor care of themselves; subsequently, this often ends up being a factor in many
of seniors’ health struggles down the road. As Dychtwald (1999) describes in Age Power,
“half of seniors don’t wear seatbelts and some 75 percent of them do not regularly comply

22
with their medication regiments” (p. 128). Furthermore, as Marcia Ory, director of Active
for Life’s National Program Office at Texas A&M University, warned in a recent
SeniorJournal article, “Too much food and too little physical activity is contributing to an
epidemic of ‘super-sized’ seniors” (SeniorJournal, 2003, para. 1). Subsequently, the AOA’s
Profile of Older Americans (2006) reports that almost 25 percent of older persons report
height/weight combinations that place them among the obese (p. 12).
Research by the Center for Disease Control (CDC) shows that “healthy lifestyles are
more influential that genetic factors in helping older people avoid the deterioration
traditionally associated with aging” (SeniorJournal, para. 5). Furthermore, according to Dr.
Walter Bortz (1996), in Dare to be 100, “No drug in current or prospective use holds as
much promise for sustained health as a lifetime program of physical exercise and proper
nutrition” (p.10). And while only nine percent of people 65+ report that they smoke and
only four percent reported excessive alcohol consumption, only 25 percent of persons 65-74
and 17 percent of persons 75-84 report that they engage in regular leisure-time physical
activity (POA, p. 12). Furthermore, CDC data shows that one in three adults older than 65
report no leisure time physical activity at all (SeniorJournal, para. 1).
Yet there is some confusion about the behavior of seniors when it comes to their
health. While some reports say that more than half fail to eat healthy and nutritious meals
everyday and as many as four million (approximately one in eight) remain chronic smokers
(Dychtwald, 1999, p. 129), other statistics show that people 65+ have the healthiest eating
habits of all age groups (Mitchell, p. 133) and are least likely to smoke (p. 149). And
although male and females over the age of 60 rarely or never exercise, some reports indicate
that a greater percentage of them exercise daily than any other age group (p. 131). This

23
dichotomy and conflicting information can often make communicating health messages to
seniors challenging.
Emotional Health
Overall, seniors are an upbeat, happy group who take life as it comes. Statistics
presented by American Generations report that 32-39 percent of Traditionalists are very
happy with life and 51-56 percent are pretty happy (Mitchell, p. 35). Despite problems,
heartaches and complications that develop later in life, many older adults report feeling more
self-confident, better adjusted, and more accepting that when they were younger (SCSA, p.
76). Furthermore, the experience and expression of both positive and negative emotions
tends to be less intense for seniors, which may account for their improved emotional control
later in life (Fillip, 1996).
Many others are, however, extremely lonely or depressed (O’Donnell, 2005). Some
are stressed due to their health or financial situation. Others face loneliness and significant
grief due to the onset of chronic conditions that resulted in a loss of independence, or the
loss of a lifetime companion, either literally or to diseases such as Alzheimer’s. Although
many seniors remain the primary caregiver of their ailing spouse, the sense of loss they feel
and the emotional burden they bear is tremendous.
In a recent AARP the Magazine article about caregiving, Rose Beeson, R.N.,
researcher and director of the Center of Gerontological Health Nursing and Advocacy at the
University of Akron, Ohio, wife caregivers are often the hardest affected by caregiving
responsibilities as they “tend to give up social activities or other vital parts of their lives
more readily,” as caregiving places a great strain on them physically and emotionally.
Husbands, however tend to be slightly less depressed or isolated, in part, because people
(family and friends) are much more likely to rush to help (Crute, 2007, p. 85).

24
Lifestyles
As described by Stuart Elliott (2007) in a recent New York Times article, consumers
in their 60-80s are willing to travel, dine out and adopt new technologies; and, according to
Mary Lou Quinlan, who runs Just Ask a Woman marketing company in New York, they
“see life as something to grab” (para. 6-7). Increasingly, the lifestyles and interests of
today’s seniors are exceedingly diverse, making one-size-fits-all kind of messages,
marketing tactics and communication mediums totally ineffective.
Living Arrangements
Where one grows old matters (Golant, 1984); therefore, according to the SCSA
(2005), the decision of where to live is one of the most important lifestyle choices seniors
make when deciding how to meet their existing and future needs (p. 201). On the whole,
older people prefer to remain living in their homes, regardless of their health, finances and
number of people living with them. Nevertheless, today a 65 year old has a 43 percent
chance of entering a nursing home at some point in his/her life (American Healthcare
Association, 2001).
At the time of the 2000 Census, the number of seniors living in nursing homes went
down (Hetzel & Smith, p. 7) and the growth of single-senior households -- predominantly
women -- rose (Kinsella & Phillips, 2005; Mitchell, p. 198). This is due to people’s
longevity and improved health, increased medical and retirement benefits, rising affluence
and retirement planning, high costs of nursing home care, more elderly-friendly housing, a
greater emphasis on care in the community and increased availability of community support,
and a reduction in public funding for nursing homes (Kinsella & Phillips, 2005; Metlife
Mature Market Institute, 2003).

25
According to the AOA, approximately five percent of 65+ live in self-described
senior housing of various types (assisted living, independent living, etc), many of which
have supportive services available to their residents (p. 5). And although a “relatively small
number (1.56 million) and percentage (4.5 percent) of the 65+ population live in nursing
homes (even compared to assisted living facilities), the percentage increases dramatically
with age, ranging from 1.1 percent for persons 65-74 to 4.7 percent for persons 75-84”
(Census Brief, 2000, as cited in AOA, p. 5).
It should be noted, however, that men and women’s living arrangements diverge
around the age of 65. American Generations reports that three-quarters of men 65+ head
family households; among women, however, the proportion drops to 61 percent for those 65-
74 (Mitchell, p. 223). Because “women marry men who are slightly older and because men
die at a younger age, most women eventually become widows; among women 75+, more
than half live alone” (p. 223) (see figure 4).
Figure 4: Living Arrangements of Persons 65+, 2005
Men
72%
19%
9%
Living With Spouse
Living Alone
Other
Women
42%
38%
20%
Living With Spouse
Living Alone
Other

Note: Based on data from the U.S. Bureau of the Census including the 2005 Current Population Survey and
the Annual Social and Economic Supplement. Cited in “A Profile of Older Americans: 2006,” by the
Administration on Aging, p. 5.

26
Given seniors’ prefer to stay in their homes instead of nursing homes and the fact
that they are likely to have fewer children to care for them as they get older and less
independent (Moschis, 2002, p.64), active adult communities (AAC, also called retirement
communities) have remained popular since the birth of the idea in the 1960’s. Well-liked by
married couples as well as singles, retirement and senior living developments are popular as
they provide the active lifestyle that is beneficial to and sought out by today’s seniors (Peck,
Robertson, & Watson, 2006). No longer wanting the responsibility of home and household
chores, these communities offer varying levels of medical services and engaged life,
allowing seniors to stay living in their own homes or apartments longer while providing
them with the much needed and wanted social interaction with likeminded people (Brecht,
2002).
A growing trend in the last few decades is seniors cohabitating with younger
relatives. According to Older American 2000, many seniors, especially those who are 80+,
those with chronic ailments, as well as certain ethnicities, are moving in with their adult
children (Federal Interagency Forum on Aging-Related Statistics, 2000).
Other seniors are also now opening their doors to their own children, grandchildren
or both to live with them. “Due to low entry-level wages, the high cost of setting up an
independent household and the fact that people are marrying at older ages, more and more
men and women live with their parents” (Mitchell, p. 226). Adult children also return home
in times of difficulty, such as following a divorce or job loss (ibid). American Generations
reports that nearly 32 percent of men (less than 15 percent of women) 30-64 live with one or
both of their parents (p. 224).
American Generations also reports that the number of children living in the home of
a grandparent has nearly doubled since 1970 to almost four million children (p. 221).

27
Although almost 50 percent of these children also have their parents living within the same
household, over 25 percent of grandparents 65-84 now serve as the primary caregivers for
their grandchildren (Gist & Hetzel, p. 10) While most grandparents are younger than 65,
nearly 20 percent (445,000) are 65 or older (AOA, p. 5) (see figure 5).
Figure 5:
Grandparents Who Were Caregivers for Grandchildren, 2000
(as a % of grandparents living in households with one or more grandchildren under 18)
42
25.7
30.1
17.5
8.9
0
5
10
15
20
25
30
35
40
45
30 and Older 65 and Older 65 to 74 75-84 85 and Older

Note: From “We the People: Aging in the United States,” by Yvonne Gist and Lisa Hetzel, December
2004, the U.S. Census Bureau, p. 10.

Daily Activities
One characteristic most all Traditionalists share is their desire for information and
education (Dychtwald, 2000; Kanter, 2006). AARP estimates that roughly 35 percent of
today’s seniors are back in school. The National Center for Educational Statistics (NCES)
shows that “one in five adults 65+ reported participating in a learning activity in the last 12
months” (Moschis, 2002, p. 63). A significant percentage of seniors return to school due to
inadequate savings and the need for training before reentering the workforce; others see
education as an opportunity for personal growth, as the joy of learning for many brings to
life and enhances self esteem and well-being. Many also return to school for social
interaction as it replaces other, often dwindling social networks. And, finally, seniors also

28
return to learn new skills that they need at this stage in life such as managing finances and
computer and Internet training (ibid).
No longer willing to retire and fade into the background and days of sitting on a
rocking chair or watching hours of TV, citizens 55+ account for 80 percent of American’s
leisure travel (statistics specifically for the 65+ audience were not available) (Kelly, para. 7).
And while Moschis (2002) cites travel as the most common activity associated with
retirement (p. 63), Traditionalists do not want to just sit and do little while they travel; they
are looking for adventure and activity.
What makes seniors most attractive as travelers is the buying power they represent.
Traditionalists have the most discretionary time, most money and a growing inclination to
explore. As Dennis Marzalla, senior V.P. with Robinson, Yesawich & Pepperdine, “seniors
travel more frequently, for longer periods of time, are willing to return to locations they’ve
already been to, and they spend more when they travel than younger audiences do (Zbar,
1994, para. 7).
Given their traveling tendencies and preferences, Traditionalists are also driving
travel and tourism industries to cater to their likes and needs (Rosenberg, 2000).
Researchers and travel/tour organizers are finding that seniors are increasingly fond of the
perceived value found in all-inclusive tours, especially those that provide “soft” adventure
travel with little strenuous exercise, comfortable beds, hot showers and good food (Zbar,
1994, para. 12). According to the findings of RY&P/Yankelovich Partners’ National Travel
Monitor Survey, “the lure of packages represents a desire seniors have to ‘streamline’ their
lives and is reflective of their current economic worries” (Zbar, 1993, para. 11). However,
whether they are expensive week-long cruises or inexpensive weekends trips to see family,

29
seniors are price-conscious (Moschis, 2002) and, according to travel organizers, “do not
want to worry about nickel and diming” (Zbar, 1994, para. 22).
Use of Technology
Increasingly, technology is viewed as “an important tool in maintaining and
enhancing older peoples’ quality of life” (Czaja & Schulz, 2006, p. 6). In 2003, the National
Research Council (NRC) and the National Institute on Aging (NIA) sponsored a workshop
to discuss ways in which technology could improve older peoples’ lives and how it could be
translated in to products and services for this population. According to Czaja and Schulz
(2006), the results showed that technology not only improved lives through technological
advancements in home electronics and heath aides, but also by allowing seniors to stay
connected to friends and family and allowing them to remain employed longer and
maintain/upgrade their skills.
Today, 41 percent of seniors have a computer at home and many have or continue to
take computer classes to enhance their computer skills (Seegan, 2007, para. 5, Silicon Valley
Radio [SVR], 1996). However, recent data for the U.S indicates that although older adults
increasingly use computers and the Internet, an age-based digital divide still exists (Czaja &
Schultz, para. 3). For every senior that has a computer and uses the internet, there are
significantly more who do not. According to the Pew Internet and American Life Project, in
2005, only 29 percent of 65+ occasionally use their computers, as compared to 71 percent of
50-64 years olds (Fox, 2004, p. 3, 11). Furthermore, according to the same study, those who
are 65+ are also much less likely than younger people to have a high-speed internet
connection (p. 11-13).
Many seniors have few or no peers who are online or surf the web and they cannot
imagine spending time or money buying computer equipment and learning how to use; for

30
others, disabilities may hinder them from using it (p. 11-12). However, research by CMCS
has found that those seniors who have the internet are twice as likely as young people to use
that technology (Brock, 1998b, para. 13) and those who do use it are less likely to become
isolated and lonely as computers/Internet exercise the mind and make them feel good about
themselves (Seegan, para. 18, 23). According to Mary Furlong, one of the nation’s leading
authorities on technology and aging, those seniors who do use computers primarily use them
for personal finances, digital photos, and to keep informed and communicate with their
friends, kids and grandkids (SVR, para. 24). As one online senior put it, “computers may be
the real fountain of youth for older adults” (para. 32).
Interests and Responsibilities
Today’s seniors are a passionate bunch. Whether they are defending their rights,
lobbying for change, getting involved in their church or community or providing care to
family members, seniors take a very active role in those issues that are of interest to them
and take their responsibilities very seriously.
Throughout their lives, Traditionalists have been politically active. However, as
they have aged and become somewhat like-minded in some of their needs and long-term
concerns, older adults have continued to grow in political influence. Of the mindset that the
government has been fair to them and that their voice in a democracy has value, seniors feel
empowered to make a difference and defend their interests in the political arena. Whether at
the national, state, city or residential community level, more than 70 percent of Americans
65+ take advantage or their right and responsibility to vote (Holder, 2006, p.2), a
significantly greater percentage than of any other younger generation (Mitchell, 1998).
In addition to voting, Traditionalists write letters, lobby and protest and are not shy
about calling on their connections when they want attention paid to their needs. And

31
although both World War II and Swing Generations tend to divide their votes 60/40 between
Democrat and Republican (Mitchell, p. 70), they quickly become unified whenever their
interests are threatened. Dychtwald (1999) describes seniors’ political agenda as
“characterized by intense, continued support for Social Security and Medicare” (p. 208).
As previously stated, most seniors are religious. According to statistics compiled by
American Generations, nearly 70 percent of World War II and Swing Generations are
Protestant, and roughly 20 percent are Catholic (Mitchell, p. 75). However, this statistic will
rapidly change in the coming years as younger generations continue to be less religious and
people of other faiths migrate to and enter older age here in the U.S.
Seniors also tend to give of their time, often by volunteering with local community
organizations or charities that are of interest to them. According to a recent AARP the
Magazine article, many seniors seek “…opportunities to use their experiences for something
more satisfying than stuffing envelopes. ‘Connection’ and ‘sense of purpose’ loom large as
reasons [seniors] want to get involved in their communities” (Kanter, para. 10). As a result,
the Corporation for National and Community Service reports that the rate of volunteerism
among seniors has risen 64 percent since 1974 (Trussell, para. 9) as more and more
volunteer and other civic participation responsibilities are being recognized and rewarded
(Trussell, 2007; Fairley, et al., 1997). Furthermore, 13 percent of seniors are taking on the
role of caregiver for their ailing parents or spouses (National Alliance for Caregiving, 2004;
cited in SCSA, p. 172); and, as mentioned earlier, seniors are also accepting primary
responsibility for their grandchildren.
Finally, seniors also lend their support financially. Although Baby Boomers are
more likely to donate, Traditionalists are more likely to donate greater sums (Mitchell, p. 76-
77), often in support of political campaigns and charitable organizations. Seniors are also

32
more likely to donate to churches and religious organizations than are younger generations
as younger generations are less religious (p. 76) and have less disposable income.
Financial Affairs
Robust government entitlements, home ownership, a lifetime of savings and
investment and discounts on services and products have all contributed to drive the poverty
rate of 65+ to an all time low of 10.1 percent (DeNavas-Walt, Proctor & Smith, 2007, p. 13)
and “finance the wealthiest seniors the U.S. has ever had” (Dychtwald, 1999, p. 18).
Today, the median income for 65+ is $21,784, coming from private and government
pensions, earnings, military benefits and Social Security (AOA, p. 8), though the actual
amount decreases greatly as seniors get older. While the average 65-69 year old has a
median income of $25,873, the median income for 80-84 year olds drops to $16,714 (Income
of the Aged Chartbook, 2000, cited in SCSA, p. 459).
Urban Institute senior fellow C. Eugene Steuerle calculates that an average-income
couple retiring in 1960 received about $100,000 in lifetime benefits. By 2000, a typical
couple received nearly $500,000 in Social Security and Medicare (about equal amounts of
both) (Dychtwald, 1999, p. 16-17). Part of this is due to increased allotments per individual,
but also the increasing length of retirement and the income-generating potential of today’s
couples. Not only have increasing life expectancies resulted in several decades of retirement
as opposed to the one or two decades in the not so distant past, but today, even women have
pensions, retirement plans and savings as they have been in the work force for enough years
(Moschis, 2002, p. 64)
Furthermore, as a benefit of having served their country in World War II, many
seniors were able to buy homes at low cost, aided by the low interest rates subsidized by GI
loans through the Veterans Administration (Dychtwald, 1999, p. 17). Then, when the Baby

33
Boomers entered the housing market in the 1970s, property values increased 500 percent by
1995 (ibid). Nearly 80 percent of all older men and women own their own homes (Gist &
Hetzel, p. 3) – about 68 percent of which are paid off (AOA, p. 11).
Part of the economic clout of today’s Traditionalists comes from the fact that they
had their children early and then hit their peak earning years after their kids were grown and
out of the house. However, they also benefited from compounding investments they made
with dollars earned years ago (in 1950, the Dow was 200, today it is 12,000+).
Furthermore, having grown up in the Depression, they are and were big savers and
learned to live frugally. As a result of their fiscal conservativism, the majority have been
able to save and invest far more than any other generation before or since (Brock, 1998a,
para. 5). They are also financially savvy and aware; American’s 65+ own 70% of all money
market accounts (SeniorMag.com, 2004) and almost 70% of them regularly review their
bank statements for fraud and regularly follow the fluctuations in their investments (Fox,
2006).
Furthermore, 65-75 year olds are cutting back on their spending as they enter their
early years of retirement and continue to plan for unknown future expenses. According to
American Generations, only 30 percent of 75+ households have debt because they lived
within their means and have paid off their houses (Mitchell, p. 454).
This does not mean, however, that all seniors are financially well off or have all the
expendable income they desire. In some cases, seniors have inadequate purchasing
flexibility due to reduced income, fixed pensions and medical expenses. Some may even
require some family help (Walker, p. 13). All of these factors, according to Michael Walker,
former chief executive of SeniorFirst, “may significantly impact their options and choices
and may price some seniors out of the market” (ibid).

34
However, Walker goes on to say that communicators and marketers need to keep in
mind that many seniors perceive their needs as less than they really are and therefore, their
purchasing power for discretionary purchases is less than it is in reality. “Others,” he says,
“perceive their expenses as greater than they are, and therefore have more to spend than they
think they do (some of this is due to their memories of the Great Depression, but also a fear
of not having enough for unknown costs)” (p. 13).
This discrepancy in both perceived and actual discretionary spending power and
financial stability means that it is necessary for communicators and marketers to clearly
discuss multiple payment options for products and services and to be sensitive when
discussing issues related to finances. And while credit cards are part of most peoples’ daily
lives, the senior population is somewhat less likely to be as inclined to use them (p. 14-15).
However, even this continues to change, especially at the lower end of the senior age-
spectrum.
Purchasing Decisions
Retirement and old age no longer mean withdrawal from active life and the
consumer market, although age and lifestyle certainly affects purchasing patterns. As
gerontologist Ken Dychtwald (2000) explained in the Journal of Consumer Marketing,
“With their increased longevity and desire for active and independent lifestyle, 65-79 year
olds are an excellent market for financial services, adult education, new homes, travel and
personal care products (p. 275).
The fastest growing segment of the senior consumer-market are 80+ women, most of
whom live alone. Not only do women tend to live longer than men, statistics also show that
women make 80 percent of all consumer buying decisions among senior couples.
Furthermore, women are twice as likely as men to seek advice and outside aid and/or council

35
(SCSA, p. 677). As these women age, they have an increasingly difficult time with the tasks
and activities others take for granted. “Because of this loss of vitality and independence,
they are also looking for services they used to perform themselves, such as financial
management, shopping, household maintenance, transportation and caregiving” (ibid).
In a Summer 2000 article in the Journal of Communication, researcher Virpi
Ylanne-McEwen (2000) described how retired people engage in enhancing their lifestyles by
spending money on leisure and luxury products and pursuits, items which often contribute to
their social identities (p. 84). Ylanne-McEwen’s finding coincides with the car-purchasing
behavior described by Bradley Johnson (2005) in a recent Advertising Age article on the
spending habits of seniors. According to Johnson, “While Traditionalists have traditionally
maintained their old Buicks, seeing little reason to splurge, as life expectancy and vitality
has grown, the older market has taken on new life. As such, the rate of cars bought by 70+ is
expected to increase from 5.7 percent in 2000 to 8.6 percent in 2010” (para. 10).
Research also indicates that seniors are no longer as loyal to such American brands
as Ford and GM. While most seniors do still purchase American cars, often for patriotic
reasons, many are trading in their American cars for the comfort, ease of care/service,
affordability and luxurious appeal of foreign automakers (Mitchell, p. 434).
According to American Generations, 80 percent of the Swing Generation regularly
goes out to eat (70 percent of the World War II Generation) and 13 percent go to see movies
(nine percent of the World War II Generation) (Mitchell, p. 58). Furthermore, some 60
million grandparents spend nearly $700 a year per grandchild (Kelly, para. 5) as well as
make cash donations to religious, charitable and political organizations as mentioned above
(Mitchell, p. 434)

36
Statistics reported by SeniorMag.com show that American’s 65+ purchase 74
percent of all prescription drugs and 51 percent of al over-the-counter drugs (para. 3).
Furthermore, as reported in a recent study by the National Center for Health Statistics
(NCHS), older Americans spent 12.8 percent of their total expenditures on health, more than
twice the proportion spent by all consumers (AOA, p. 13). Although, in 2005, the Medicare
Current Beneficiary Survey reported that almost all (95 percent) of all non-institutionalized
persons 65+ were covered by Medicare (see figure 6), “Medicare only covers acute care
services, requiring beneficiaries to pay about half the cost out of pocket or to get it covered
by other insurance, healthcare services – about $4,193 per year” (ibid). This represents an
increase of 58 percent since 1994.
Figure 6:
Health Insurance Coverage of Persons 65+, 2005
98.7
59.4
35.7
95.4 95
1.3
27.2
7.4
9.6
0
20
40
60
80
100
120
All types coverage
Total private
Employment-based
Direct purchase
Total government
Medicare
Medicaid
Military
Not covered

Note: Non-institutionalized seniors. A person can be represented in more than one category.
Note: Based on detailed tables on Health Insurance Coverage, U.S. Bureau of the Census. Cited in “A
Profile of Older Americans: 2006”, by the Administration on Aging, p. 13.

In addition to traditional medical care and medicines, research by the CMSC also
shows that seniors are also spending money products and services thought to fight aging
(Botox, cosmetic surgery, nutrient enriched foods, etc), preventative healthcare (exercise

37
programs and equipment and healthy food products), as well as long-term care for
themselves or a family member (in-home health and personal care) (Moschis, 2002, p. 64).
Why they Buy
It is generally well-known that seniors tend to be very brand loyal and are often
stubborn about what they do and don’t like. According to Senior Magazine Online, “Seniors
need and want many of the same things as younger audiences do, just in different quantities
and with different priorities” (“Marketing to Seniors,” 2002). However, seniors are no
longer loyal to specific brands and service providers for loyalty’s sake, as is evidenced in
their car purchasing patterns mentioned above. As such, Traditionalists purchase products
and services based on four main criteria.
The first is personal service, an area in which many financial service and insurance
companies have excelled. Personal attention is also something that cruise ships, “soft
adventure” tour operators and the senior travel industry has done exceptionally well in as
they “carry bags, plan events and even make introductions among guests” (Zbar, 1994).
Their desire for personal service is also the reason that Traditionalists are least likely to shop
at a mall and more than half shop on weekdays rather than weekend (“Growing Audience,”
2006b). Good service is hard to find and, as a result, most seniors prefer shopping at smaller
stores at less busy times to get the kind of services they expect; they also don’t mind paying
more for higher quality and attention (Moschis, 2003). According to Kuehner-Herbert
(2004), seniors like to feel heard, valued and respected and care more about service than new
offerings; and when they have a problem, “they would rather speak with someone face to
face than over the phone or online” (para. 19).
Secondly, Traditionalists seek security through information! They are voracious
consumers of information – and this is no difference in making purchasing decisions.

38
Seniors want information before they buy which helps them feel secure in their decision
(Bloch, “Marketing to seniors” section, 2007, para. 1), making it necessary to keep the
message simple, familiar and concrete, rather than using vague, emotional appeals (Schewe,
1999, para 4). Therefore, “it is wise to give Traditionalists the information they are looking
for and offer more information than they expect” (“Marketing to Seniors,” para. 8).
Because of a hesitancy to purchase a new product, Traditionalists seek out products
and services with guarantees, industry affiliations and security seals (Bloch, “Establishing
credibility” section, 2007, para. 1). They are also more careful about with whom they do
business and often want to know information such as the company’s expertise, size,
longevity and insurances (Ylanne-McEwen, 2000; Bloch, 2007). Senior women, in
particular, tend to do more research and hold companies they are evaluating to a higher
standard than do men when making a purchasing decision. Therefore, quality service,
exceptional customer care, follow-through, ethical business behavior and customized
programs are paramount (SCSA, p. 677).
Thirdly, Traditionalists desire convenience: convenience of accessing information
and convenience in accessing products and services (Dychtwald, 2000; Moschis, 2003).
Therefore, messages need to be placed in locations where seniors will easily access and
understand them – whether online, in the community or in targeted print publications.
Seniors also appreciate the convenience of various pick up spots or locations, options for
delivery, easy access to facilities and various payment options (Ylanne-McEwen, p. 90;
CMCS, 2007).
And, finally, Traditionalists want appropriately targeted messages and delivery
methods as well as details about the features of the product/service. According to Lancaster
and Williams (2002), “For older consumers who generally have more time to consider

39
purchasing decisions, messaging must not only challenge but also stimulate their intellect in
order to capture their attention” (p. 410). As psychologists Laura Carstensen, PhD, and
Susan Turk-Charles, PhD, suggest in their socioemotional selectivity theory:
As the perceived future shortens, people focus more of their attention and energy on
emotional goals (such as maintaining relationships and lifestyles) and less on
knowledge-related goals (such as getting an education or researching insurance
plans. The result is that positive emotions become a high priority; therefore, seniors
put a great deal of emphasis on how a situation or product makes them feel when
making a purchasing decision (Benson, 2003).

Terence Haller (1995), chairman of the Older Americans Research Institute in
Wilmette, Illinois, states that “seniors are a very skeptical and disputatious group as it relates
to advertising and marketing (para. 1). Traditionalists tend to be advertising cynics and
detractors, making mass market advertising ineffective in governing purchase decisions
(Zbar, 1993; Haller, 1995). Although they are traditionally brand loyal and stubborn,
Traditionalists are willing to try new brands that are attenuated with their lifestyle and
specific needs.
“Seniors do have needs and money to spend” says Haller (1995), “so messages must
be geared to respond to physical and mental features emanating from the aging process”
(para. 4). As the socioemotional selectivity theory purports, seniors respond to marketing
and communications efforts based on their life experiences (SCSA, p. 674). Therefore,
choices about where to shop or obtain information are influenced by Traditionalists’ level of
education, their age, living arrangements, cultural background, capacities and interests
(Pollack, 2007). This translates into the need for empathy and a real effort to learn and
understand the senior audience on the part of marketers and communicators.
Media Use
Traditionalists are huge consumers of media. According to a 2005 Middletown
Media Study by Ball State University, the 65+ audience spent six hours a day watching TV,

40
90 minutes listening to the radio, 75 minutes reading newspaper and magazines and 50
minutes listening to music or being online (“Growing Audience,” 2006a, p. 7) (See figure 7).
Figure 7:
Media Use By Audience, 2005
0
50
100
150
200
250
300
350
400
18-24 25-34 35-44 45-54 55-64 65+
Age Group
Average Minutes
TV
Radio
All Online
Music
Print Media

Note: From 2005 Middletown Media Study. Cited in “Growing Audience. Media Usage: A Generational
Perspective” by the NAA and the ASNE, 2006, p. 7

Therefore, even though they experienced the changing media landscape in different
ways depending on their age and life experiences, one must understand how they receive it
and what medium they prefer today in order to fully understand Traditionalists.
Newspapers and Magazines
Traditionalists grew up during times of economic and political turmoil, a time in
which staying informed was very important. One key way they kept abreast of their
changing world was through the print news/information provided by daily newspapers as
well as key magazines that were launched at the time - such as TIME, Newsweek and LOOK
(“Growing Audience,” 2006a, p. 26). In fact, during the War, large cities produced multiple
editions during the day to keep citizens informed. As a result, Traditionalists learned to be
voracious readers of latest editions and extras (ibid).
This desire for relevant, timely and accurate print news is just as strong today as it
was when seniors were first introduced to it. Seniors deem that newspapers are the most

41
important and preferred news medium, and as a result are the largest group of newspaper
subscribers (Burnett, 1999). According to research by the Newspaper Association of
America (NAA), 65 percent of seniors are regular readers, and 33 percent are grazers
(“Growing Audience,” 2006a, p. 5). NAA statistics also show that seniors represent 25
percent of daily newspaper subscribers and 25 percent of Sunday/weekend subscribers
(“Audience Profiles,” 2007), representing a disproportionate number of overall subscribers
given their percentage of the overall population. Unfortunately, beyond these numbers, the
NAA does not track or provide any additional details specifically about the 65+ demographic
– only 55+.
In an older, yet still relevant study of media habits among older adults by Burnett
(1999), affluent elderly males were found to be the most thorough readers of newspapers and
magazines, preferring content such as local and national news, business, travel, sports and
financial matters (p. 36). Women were found to prefer lifestyle, travel and food section, as
well as community/local news (ibid). The same study also found that seniors also value and
voraciously read small, local newspapers (p. 37), church or club newsletters and community
magazines. According to the NAA, these small, local outlets plus traditional newspapers are
preferred media outlets as they provide efficiency in comparing prices and information,
convenience in handling and using, provide up-to-date and local information, and also allow
readers to absorb information at their own pace (“Growing Audience,” 2006b).
In spite of seniors’ preference for newspapers and news magazines, the Pew Center
for the People and the Press reported a 14.3 percent decline in Traditionalists’ newspaper
readership and weekly circulation between 1999 and 2004 (“Growing Audience,” 2006a, p.
12). Part of this was due to the “inappropriateness of news content and format” (ibid).
Though once ideally suited for their interests and needs, newspapers and magazines have,

42
generally speaking, failed to shift their focus, topics, and perspective as seniors have
continued to age. As columnists Mary Ellen Schoonmaker (2001) described in an article for
the Columbia Journalism Review:
In spite of the size of the senior population and their personal preference for print
news, coverage of aging issues is minimal, outside periodic stories about senior
centers, presidential positions on Medicare, prescription drug benefits and the
solvency of Social Security (p. 53).

Recently, some print media outlets are recognizing the value and potential of
communicating directly to the senior audience. As a result, the “age beat” is a growing
specialty and full-time job at several newspapers and magazines across the country (ibid).
According to Schoonmaker, “The age beat covers not only people of a certain age and
reports on issues/concerns of interest to them, but also the historic change of our nation
getting older” (ibid).
Several national magazines and start-ups are now producing senior editions geared
toward the interests of older audiences. Since 2000, these publications – including Business
Week, TIME, Newsweek and U.S. News and World Report – have realized that this is a great
way to give older people a voice and demonstrate that the publication is serious about their
interests and appreciate their loyalty (Calvacca, 2000, para. 14).
Television
Although the Swing Generation exhibits the same insatiable appetite for news as
their older peers, this generation also grew up with increasing options for news and
information about the world around them. The oldest hadn’t yet graduated high school
before broadcast TV was “delivering fifteen minutes of nightly network news and mass
marketing TV shows to their living rooms” (“Growing Audience,” 2006a, p. 26). Having
grown up with the nightly news, Traditionalists are the largest group of TV news viewers
(p. 7).

43
It is interesting to note, however, that seniors watch the news and other TV
programs for varying reasons. In a study of television viewership, Palmgreen et al (1990)
identified five gratification dimensions to why seniors watch the news and other TV
programs: general information seeking, decision utility, entertainment, interpersonal utility
and para-social interaction (cited in Goodman, 1990, p. 137). For many seniors, TV
provides information and valuable content for them to discuss in social situations. For
others, TV may be an end to itself as it provides entertainment and company and is often
used to reduce feelings of isolation and loneliness (ibid).
Although various resources and studies disagree over whether or not seniors prefer
TV news for national and world news (Goodman, p. 138) or for local news (Mitchell, p. 54),
they do agree TV viewership is highest among 67-74 year olds, especially those with only a
high school education or less (Goodman, p. 138-139; Mitchell, p. 55). While both men and
women indicate that they preferred news and public affairs content, research by R. Irwin
Goodman, director of the Communication Research Center at Brigham Young University,
shows that men also preferred sports programs and watch more late night news whereas
senior women prefer educational programs and lifestyle programs and watch more early
morning news (p. 138-139).
Overall, the most popularly watched segments are daytime TV, the 6:00 p.m. news
and news magazines (Burnett, 1999, p. 34). To Traditionalists, the longtime news anchors of
these shows have grown to become like people they really know, like and trust; as a result,
they look forward to “seeing” them every night (Goodman, p. 141). Traditionalists represent
54 percent of ABC World News’ viewers; 63 percent of NBC Nightly News viewers; and 70
percent of CBS Evening News’ viewers (Grossman, 1998, para 2). More information about
seniors’ viewing patterns is not available, however, as the both the TV Bureau of

44
Advertising (TVBA) and the Cable Advertising Bureau (CAB) do not record viewing habits
and demographic information for audiences older than 50 as they are not considered ideal
consumers (audiences aged 18-49).
Even though Traditionalists still watch roughly 43 hours of television per week, the
number of primetime network TV watchers and the hours of TV watched per day have
declined in the past several years (“Growing Audience,” 2006a, p. 7). Since 1994, TV news
viewers have dropped 23.4 percent and nightly broadcast news has dropped 43.3 percent
(ibid). Experts have attributed this to several factors, including: the growing number of
media options available for gathering news and information – including cable TV and the
internet (ibid) offering channels and content devoted to seniors and their interests; the
growing appetite among younger consumers for entertainment news and how unappealing
this is to seniors (ibid); and the loss of several longtime news anchors in recent years to new
faces and styles that are unfamiliar and less appealing to loyal viewers (Goodman, 1990).
Radio
The World War II Generation grew dependant on the radio for news and
entertainment during the War. As they and their Swing Generation peers grew up, radio
was transformed as well as music tastes shifted from swing to rock ‘n roll and as the
portable, transistor radio provided them with the first mobile media platform (“Growing
Audience,” 2006a, p. 26).
Much like other news mediums, radio stations that are most successful in appealing
to the Traditionalists are those that are heavy on hard news content, senior living, special
interest topics and those that target them directly (Radio Advertising Bureau [RAB], 2007, p.
49). According to statistics compiled by the RAB (2007) for the Radio Market Guide, 86.5
percent of seniors tune into their preferred radio station over the course of a week – roughly

45
50/50 men and women, (p. 2); and on any given day, roughly 68 percent make time for radio
listening (p. 4).
Seniors spend on average, two hours, 50 minutes a day and 5.5 hours every weekend
listening to radio -- or roughly 20 hours a week (p. 7) -- with peak listening times between 6
a.m. and 3 p.m. Among all demographic groups, Traditionalists are the biggest listeners of
classical, adult standards (easy listening, nostalgia, variety) and religious radio (p. 49). They
also represent 42.2 percent of news/talk/information station listeners (ibid). Yet, in spite of
these impressive numbers, 65+ is the smallest group of radio listeners, both in terms of shear
numbers and average length of time spent listening (“Growing Audience,” 2006a, p. 18).
Online
According to a recent Pew Internet Survey, the number of seniors who are going
online is regularly increasing. In 2000, 18 percent of 65+ were online; in 2002, 21 percent
were online; 24 percent in 2004 and by 2005, more than 3 percent of seniors were online
(Fox, 2004, p. 1). Jupiter Research also expects the number of online seniors to grow by 50
percent by 2010 (“Growing Audience,” 2006a, p. 15). This would mean than 11.5 million
seniors would regularly be accessing the internet for news as well as email, services,
shopping, and researching (ibid). See Appendix A for a chart of most popular online
activities by age group and overall.
It is true that many who have lived through the constant evolution of the
technological change of the 20
th
and 21
st
Centuries have a fear, trepidation or intimidation
about learning how to use computers and the internet (Seegan, para. 4). Yet more and more
seniors are finding the internet to be appealing for several reasons, including the “on-demand
access to content, more accurate information, up-to-date content, access from various
sources, and better, more focused content” (“Growing Audience,” 2006a, p. 24).

46
However, just as Traditionalists don’t want to be stereotyped into only watching 60
Minutes and reading Sunset Magazine, they also don’t only hang around on the AARP
website! While thousands of seniors access sites such as the American Society of Senior
Citizens website, USA Today online and AAA, the ChristiaNet article, “Chatrooms for
Seniors” (2007), describes how seniors are also finding interesting content, useable formats
and opportunities for friendship in chat-rooms, senior blogs and other similar sites.
According to Mary Furlong, founder of the non-profit organization SeniorNet and
the online community ThirdAge, seniors are indeed going online to find a sense of
community and connection. In an interview with FastCompany, Furlong indicated that
seniors are “logging on” simply to meet people, deal with life issues, find romance and
relationships and discuss relevant topics with likeminded people (Ransdell, 1998, para. 10).
“I see how important it is for people to invest in each other – to follow the ups and downs of
their lives, to celebrate, to cry, to laugh; and the Internet provides that platform (para. 16).
While younger seniors are the fastest growing segment of online users, even 70-80
year olds are in chat rooms looking for romance, relationships, good conversation and
helpful information (ChristiaNet, para. 1). And, unlike their younger counterparts, “older
internet users are less likely to flit from one trendy site to the next” (Richtell, para. 3) – they
find sites they like and stick with them, much like they do with most things in life.
Furthermore, seniors have the time to explore and develop relationships online (SVR, 1996)
that many younger audience currently do not have.
As a result, more and more social networking sites, lifestyle, blog and online
publications are being launched to target 65+ audiences (Richtel, 2007, para. 1). According
to Richtell, these sites “offer like-minded, like-aged discussions, dating forums, photo-
sharing, commentary, hard and soft news, and topics/information about dieting, fitness and

47
healthcare” (para. 6). Researchers also are discovering that the internet is ideal for those
who are increasingly homebound, disabled or isolated (ChristiaNet, 2007; Fox, 2004, p.12).
As a result, hundreds of websites catering to seniors on specific topics with optional large
prints are offering tailored news feeds, resources, forums, special interest sites and friend
finder services (ibid).
Even though seniors are using traditional media less and less as they discover that
the internet can provide up-do-date news and information at anytime, many organizations
realize the value and preference seniors still have for a news medium they can touch and
read at their own pace. Therefore, many companies, news outlets and senior organizations
are intertwining print and online media by providing content in both formats and maximizing
the power and reach of both mediums (“Growing Audience,” 2006a).
Other Information Outlets
Instead of using mainstream news media or traditional advertising and marketing,
many organizations (such as non-profits and hospitals) and companies (such as cruise lines
and financial services) are communicating with seniors through more grass roots and viral
methods (Rosenberg, 2000). Many smaller news outlets and companies are using local
circulars, neighborhood newsletters, brochures, mass mailings, face to face meetings and
presentations and in-store displays with take-away information to communicate with the
senior audience (ibid).

48
Chapter 4: Traditionalists as an Inadequately Targeted Market
Given their power in the market, Traditionalists can and do make a big impact on the
success of businesses of all sizes. Traditionalists have a per capita income 26 percent higher
than the national average (SeniorMag.com, 2004), and according to Moschis, they (along
with leading edge Baby Boomers) control more than 75 percent of the country’s wealth
(Brock 1998a, para. 5). Today, with double the income of the average Baby Boomer,
Traditionalists are using their income to remain mentally and physically active by engaging
in hobbies, vacationing, exercise programs, continuing education and computers” (ibid).
And yet, as Dychtwald (1999) outlined in his book Age Power, “Until recently,
corporations, marketers and entrepreneurs paid little attention to older demographics. There
was, after all, little to spark their interest in a group whose members tended to be financially
disadvantaged, frugal and perceived to be as set in their ways and uninterested in new
products and technologies” (p. 19). However, today’s seniors are proving to be an extremely
valuable and lucrative audience with whom to be communicating and engaging, not only due
to their tremendous spending power and discretionary time, but because of the growing size
of the mature market and the fact that seniors have clear needs and tend to be loyal
consumers of goods and services.
“Unfortunately, in spite of the tremendous value of communicating with and
targeting seniors, and although most communicators and marketers are aware of the aging
marketplace, many are still not convinced that they should appeal to the older consumer any
differently than they are presently marketing to the general population” if at all (Moschis et
al., 1997, p. 283). This reluctance stems from, in part, a lack of training and experience in
creating messages for older people and the fact that many marketers and communicators are
significantly younger than their potential target audience. Furthermore, lingering stereotypes

49
and gerontophobia, as well as the fact that for decades the marketplace has been treated as if
it consists only of consumers 50 years old or younger, has further contributed to a lack of
appropriate marketing and communication with older audiences (ibid).
While some marketers and communicators, especially in certain industries, grasp the
power and potential of this market, most underestimate or overlook the potential, resulting in
an inability to attract the senior market and lost opportunities to generate revenues off of it.
This is due to five key issues:
- Inappropriate or Total Lack of Targeting
- Inappropriate Representation of Seniors
- Dumbing Down of News Content
- Lack of Information about the Mature Market
- Inadequate Understanding of the Senior Market
Lack of Targeting
Based on this study’s research, it is apparent that in today’s marketplace,
communicators either overlook seniors all-together as a segment of the market too old to
care about, or seniors are overlooked as marketers instead focus on the size and potential of
the aging Baby Boom Generation.
The amount of youth-oriented marketing is out of proportion with demographic
structure of the U.S. (“Don’t ignore the seniors,” 2003, para. 7), often because marketers fear
the stigma or “aging” effect targeting and addressing seniors may have on their brands
(Cortlett, 2000, para. 1). According to a recent Advertising Age article, many products and
services fear association with older audiences as they are worried their brand will be labeled
an “old persons brand” and turn-off “ideal” 18-49 year old consumers, “thereby hurting sales
among younger audiences” (Kelly, para 16).

50
What’s more, TV programs are increasingly designed for younger audiences in
terms of content and visual appeal. According to one former network president, even
though seniors have “…consistently been the most loyal audience for TV news and general
programming and should be seen as the hope for the future of TV news” (Grossman, para.
11), many stations refuse to air commercials promoting senior products and services even
during shows that are predominantly watched by seniors for fear of losing younger viewers
(ibid).
The irony, according to Marc Berman (2004) is that the “ideal” target audience (18-
49) is temporarily limited in the pocket book due to their age, earning power or cost of living
(para. 6). As a result, communicators, whether newspaper editors, TV producers or
consumer product marketers, who ignore the senior market are missing households with
empty nests and discretionary income (Berman, 2004; Ransford, 2003).
Rather than addressing the needs, wants and issues of the Traditionalists,
communicators and markers are bypassing them and focusing instead on the 76 million Baby
Boomers approaching senior-status due to their size and the economic impact they have
always had as they move through phases of life.
Many Traditionalists believe that even AARP is inappropriately targeting or
overlooking the 65+ audience because it recently lowered the age of seniors to 50 to appeal
to Baby Boomers in order to increase membership and cash flow (Trussell, para. 7). Even
though it is one of the most influential and long-time lobbying organizations of 65+
audiences, Traditionalists are frustrated, saying “…AARP has lost touch with its older, long-
term members by throwing too much attention at the Baby Boomers” (Ordona, para. 5).
According to one Traditionalist, “[AARP] has taken a middle-aged attitude to aging
issues and its way of communicating is not in sync with their constituents and they have

51
failed to involved older constituents in decision making. For years, [AARP] has targeted
Baby Boomers, with the most visible signs in the magazines’ name change from Modern
Maturity to AARP the Magazine, with regular sex and romance columns, models in their 30s
and 40s, and interviews with celebrities not yet AARP age” (para. 9). Other publications
and websites, noticing the size of the Baby Boomer generation about to enter senior-status,
have done similarly as AARP in youthfulizing their publications in content and imagery
(Calvacca, 2000).
Inappropriate Representation
Another way communicators often fail to effectively communicate with
Traditionalists is by portraying them as either too old or too young – or even too healthy.
Given their current and future value in the market, appropriately portraying older models
could, as Festervard and Lumpkin asserted back in 1985, “assist marketers in presenting an
attractive appeal to this segment” (cited in Peterson, 1992). Even though significant
improvements have been made in recent years, charges have been made that “young people
still dominate ads, sometimes even for products which are directed at their older
counterparts” (Smith & Moschis, 1990, as cited in Peterson, 1992, para. 2). Peterson (1992)
then goes on to suggest “that some advertisers hold the view that mature individuals are less
attractive points of reference in promotional materials – even to older audiences” (para. 2).
Unfortunately, “too many marketers still hold one-dimensional stereotypes and
views of old people ” (Fairley, et al, p. 24) and so when Traditionalists are depicted in ads,
television programs or magazine articles, they are often portrayed as grumpy and sickly,
naïve or helpless (Peterson, para. 3); or they are portrayed as the extreme opposite as “sweet,
old grandparents or retired men and women of leisure” (Fairly, et al, p. 24).

52
Along those same lines, ads targeting older consumers often tell them they are old
and unable to understand – “such as Procter & Gamble Co. once did in a commercial for
Depends Diapers by showing a picture of a bladder with copy explaining the mechanics of a
bladder condition” (Winski, para. 2). Depicting seniors unfavorably is not likely to appeal to
seniors – especially those who do not see themselves like this; furthermore, it may even
reduce the self image of some seniors while reinforcing negative perceptions of seniors by
younger people (Ransford, para.3). This kind of unfavorable portrayal can, according to a
2003 Ball State University study, make older adults feel “…vulnerable, insecure,
misunderstood, exploited and powerless” (para. 6).
Finally, seniors are inappropriately targeted by ads that depict them as healthier and
more active than they truly are and do not realistically portray the typical customer. A 1998
study by the Kaiser Family Foundation found that Medicare and other health maintenance
organizations’ marketing activities appeared to target only physically active seniors, rather
than the full range of their beneficiaries and members, such as those in poor health or
disabled. This study of how HMO’s market to older audiences found than more than “half
of television ads portrayed seniors engaged in biking, snorkeling and riding amusement park
rides; none of the newspaper or TV ads showed people in hospitals, using wheelchairs or
walkers,” as was “typical” of many of their members (“The HMO Debate, 1998, para. 2).
Dumbing Down of News Content
Although news programs and television shows are hesitant or unwilling to
acknowledge and produce programming for senior audiences, advertisers of drugs, health
products, financial services and travel excursions are aware of when and what Traditionalists
watch and air appropriate commercials when and wherever they are permitted. To deal with

53
this issue, Lawrence Grossman (1998), former president of NBC News and PBS, described
the following behavior on the part of network news stations:
To lower audience age, raise profitability and reduce the number advertisements
targeting senior audiences, TV news producers keep lightening the content of their
newscasts, filling them with short, titillating celebrity news and crime while playing
down serious reports about government, international affairs and other serious topics
whose appeal is thought to be confined to older audiences (para. 2).

For the same reason, even TV news magazines, such as Dateline, Primetime, 48
Hours, and 20/20, which have long been favorites among senior audiences, are now
“delivering mostly non-fiction entertainment rather than serious news that network news
divisions used to offer” (para. 3).
Grossman notes that “primetime documentary hours on vital issues have all but been
replaced by news fluff aimed at younger audiences” (para. 4). Grossman even describes a
time when the president of the television network called and asked him to run commercials
for adult diapers during the Nightly News. Grossman said he turned down the
advertisements, fearful to run ads and segments for products and issues for older people as it
might “hurt the stations’ image and damage it competitively” (para. 5).
Traditionalists may have been shown to spend more leisure time in media
consumption than other audiences, but they also prefer media that provides information over
entertainment (Phillips & Sternthal, 1977). But unfortunately, rather than maturing news
content as seniors age or providing content they like since they are the primary consumers,
many producers of programming keep creating/producing content clearly targeting younger
audiences and lightening or “dumbing down” the content and presentation of hard news.
Lack of Information about the Mature Market
In his keynote address at the 6
th
Annual Global Conference on Aging, Moschis
(2003) contended that “the changing composition of the marketplace has created new

54
opportunities and puts pressure on society to respond to the increasing size and wealth of the
mature market whose needs are largely unmet because they have been ignored or
misunderstood” (p.518). And yet, those who recognize the potential of the 65+ audience
often “find it difficult to respond effectively to these new opportunities and target the senior
audience due to the relatively little and often contradicting information available about this
audience” (p. 519).
As previously noted, for several decades, “the marketplace has been treated as if it
only consisted of consumers 50 and younger (Moschis, 2003, p. 487); even the U.S. Census
which was started in 1790 didn’t start tracking statistics for people 65 or older until 1870
(Hetzel & Smith, p. 1). This lack of information has resulted in uncertainty, hesitancy or
fear in communicating with the mature market and, therefore, often a lack of action.
In his article in the Journal of Consumer Marketing, Moschis (2003) described how
marketing to the mature consumer has evolved in three phases over the last 30 years (p.
517). The first phase was one of total neglect. According to Moschis, “prior to 1980, there is
little evidence that the older consumer was considered significant to most businesses; the
focus was on consumers younger that 50.” This neglect can be seen in both the scarcity of
products available specifically for older consumers and the lack of published research about
them. Even companies like A.C. Nielson were not gathering information on people older
than 50 (ibid).
The second phase took place throughout the 1980s and was characterized by trial-
and-error marketing. The first credible article that refined the senior market in terms of size
and buying power was published by Rene Bartos in the Harvard Business Review, and, at the
same time, the 1980 U.S. Census also alerted marketers to the importance of the older

55
segment by showing surprisingly large numbers and wealth among the mature market (p.
517).
However, because this audience had always been ignored up to this point, there was
little reliable information to use for effective decision making on how to identify, segment
and communicate effectively with seniors. Faced with the urgency of responding to this
newly discovered market segment, many decisions were hastily made based on stereotypes
and anecdotal evidence. As a result, ads showed homogeneous images of cranky, isolated
and unhealthy people. “I’ve fallen and I can’t get up,” a well-known ad from that era,
exemplified this lack of understanding. The ad was seen as such poor taste that seniors took
action (via AARP) to have it taken off the air (p. 518).
The third phase, starting in 1990s and continuing to the present is one of increasing
commitment and caution in designing messages to reach the mature audience due to previous
errors and the increasing recognition the diversity and complexity of the market. As more
information about this market becomes available, more companies rely on it rather than gut
feelings and stereotypes (ibid).
Yet in spite of progress in recent years, communicators are missing the boat when it
comes to understanding, valuing and reaching older audiences. Much of their efforts
continue to be “hit-or-miss” (Winski, para. 8). Part of this is still due to a lack of
information (Moschis, 2003, p. 519); for others, it is an unwillingness to track statistics and
trends or to acknowledge Traditionalists as a viable and valuable market segment. This
results in confusing and often conflicting information and an inadequate picture of whom
and what Traditionalists are today – let alone who and what they will be in the future.
Perhaps more than any other medium, it is television that is failing when it comes to
understanding and valuing older audiences. As previously mentioned, neither the TVBA nor

56
the CAB track the media use of any audience over 50. This epitomizes the notion that
broadcast media is not doing an adequate job of targeting, identifying or recognizing the
value of this audience. Furthermore, according to Burnett (1999), “the information that has
been gathered about older audiences and their media habits tends to be dated and
questionable due to the treatment of seniors as a homogenous group” (p. 34). As a result,
marketers and communicators still often have to make best guesses as to the trends,
preferences and needs of the senior market.
Inadequate Understanding of the Senior Market
While marketers and communicators may be aware of the nation’s changing
demographics, they have been slow to respond to the change. Part of this is because
“companies are not convinced that mature consumers differ substantially from younger
populations to justify a different treatment as a unique audience (Moschis, 2003, p. 519).
If/when they do, many then target Traditionalists as if they were all the same (Sharon, 2004,
para. 1; Moschis, 2003). The reality is that older people are more heterogeneous than
younger people. And while most would admit the ridiculousness of “grouping all consumers
ages 20-50 in one category, many marketers and communicators still group all 60+ together
in one category all the time” (Winski, para. 11).
As Sharon Fairley (1997), senior V.P. of The Senior Network noticed some years
ago, “While some marketers adjust their media plans to reach seniors, they often don’t adapt
their creative content as they fail to understand and address that seniors have unique needs
and interests even amongst themselves” (p. 24). Even senior-targeted magazines have ads
and content designed for younger adult audiences (primarily Baby Boomers) based upon the
benefits or aspects upon which they focus (ibid). Although seniors are today considered a
valuable consumer group and are acknowledged to be engaged in more than just watching

57
television (Loroz, 2004, as cited in Weijters & Geuens, p. 783), “…more accurate
information is still needed on how to communicate and effectively target this age segment
(Kim, Kang & Kim, 2005, cited in Weijters & Geuens, p. 784).

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Chapter 5: Segmenting the Senior Audience
As just discussed, despite efforts to discern segments within the senior market, it is
still common to offer promotions, services, products or to position messages to the senior
segment of the market as a whole. And yet, as previously described, older audiences differ
from other age groups in areas such as media habits, socialization (Smith & Moschis, 1984),
shopping behavior (Lumpkin & Greenberg, 1982), information processing (Phillips &
Sternthal, 1977), adoption of technology (Gilly & Zeithaml, 1985), complaint behavior
(Bernhardt, 1981) and general spending habits (Burnett, p. 33).
Furthermore, the senior population is not homogenous in these characteristics, but
rather, they also vary greatly among themselves and “reflect a number of sub-segments
depending on other characteristics considered” (ibid). In fact, research shows that the older
a person gets, the more he or she differs from others (Atchley, 1987, cited in Moschis, 1993,
p. 43), based on their financial and employment status, health, gender, needs, desires, and
social and family environment (SCSA, p. 673). Therefore, segmentation within the senior
audience is needed to position a product, service or message toward a specific sub-group
(Weijters & Geuens, p. 784).
Segmentation involves dividing the market or demographic group into smaller sub-
groups, consisting of individuals who are relatively similar to each other; each sub-segment
is then recognized for its definitive or unique preferences and characteristics (Moschis et al.,
1997, p. 284; Moschis, 1993). Based on their review of segmentation models, Wedel and
Kamakura (2000) report that appropriate segmentation will lead to segments or sub-groups
that are identifiable, substantial, accessible, actionable and responsive (p. 37).
According to research by Moschis (1993), “market segmentation appears to be an
effective strategic tool for addressing the mature audience not only because the market is

59
highly diversified and because of its size,” but because segmentation also “provides
opportunities for efficiency and specialization” (p. 44). The variance among all 65 year olds,
let alone the differences among all Traditionalists, justifies the cost of researching and
identifying segments with in the market” (Moschis, et al. 1997, p. 284). A company could
certainly “achieve better results by designing messages that match the needs of a specific sub
segments and by developing a niche approach” then by addressing the whole senior market
with a “shotgun” approach (Moschis, 1993, p. 44).
Although segmentation appears to be an easy concept to understand and implement,
it is “surrounded by issues and controversies” (ibid). For example, because segmentation is
“based on the premise that sub-groupings all differ from each other, theoretically, any factor
that shows variability in behavior could be used as a basis for developing an infinite number
of sub-groups” (ibid). This wide selection of options “poses a problem in terms of what are
the best criteria for segmentation and how many criteria should be used” (Moschis, 2003,
Moschis, 1993, p. 44). Furthermore, this variance in criteria means there are numerous ways
to subdivide the Traditionalists audience, and no two ways are likely to achieve the same
results.
Demographics
Some researchers and communicators prefer to segment the market
demographically, dividing seniors into four distinct age groupings: 55-64, 65-74, 75-84, and
85+ (Leventhal, 1991; Weijters & Geuens, 2006; Walker, 2002). Having done so, marketers
would then use age segmentation cues to reach the desired target audience. Websites like
www.seniorplanet.org or discounts for those individuals willing to identify themselves as
over a certain age, are examples of the most commonly usage of age segmentation cues
(Weijters & Geuens, 2006, p. 784). But, for age segmentation to work, age segmentation

60
cues need to be agreed upon (ibid); meaning, ones target audience must first consider him or
herself a “senior” before they visit the “Senior Planet” website.
However, Moschis (2003) argues that age is not a good segmentor because “people’s
behavior does not correlate with age” (p. 521) and societally placed age categories based on
stereotypes and statistical trends may or may not be subgroups with which any of the four
age groups want to identify or associate (Moschis, 1997, p. 283). As a result, segmenting by
age alone is not necessarily effective (Weijters & Geuens, 2006; Moschis, 2003).
Lifestyles
The market also can be divided according to lifestyles (Goldring & Company, 1987;
Gollub & Javitz, 1989). Although it is considered, segmenting by lifestyle looks beyond
standard demographic and economic divisions of consumer segmentation and also addresses
current lifestyles. This combination of demographic information and lifestyles has resulted
in terms such as “well off older persons” (WOOPIES) (Lancaster & Williams, p. 397).
Nevertheless, according to segmentation research by Lancaster and Williams (2002),
“Although family lifecycles and retirement profiles are better than simple demographic and
economic segmentation bases, they, like other lifestyle segmentors, do not consider the
attitude, behavior, or psychographic profiles of older individuals” (ibid).
Behavior and Attitude
Other researchers suggest that behavior and attitudes adequately segment the market.
Lancaster and Williams (2002) argued the value of behavioral segmentation by stating that
behavior and attitudes “pay less attention to economic and age related issues of older
consumers; rather, this segmentation approach places greater emphasis on patterns of
consumer behavior related to product purchasing patters, preferred information medium and
benefits derived from products or services, (p. 398).

61
A number of years ago, Schewe (1984) and Lazer (1985) argued that behavior and
attitude is an extremely viable and valuable segmentation method as it is moderated by three
factors which are traceable: physical and mental health; independence (i.e. marital status and
mobility); and financial well-being (cited in Burnett, 1999, p. 33). There is even consistent
evidence that income is more important than age in segmenting older audiences in respect to
behavioral and attitudinal characteristics (Burnett, 1989; Wilkes & Burnett, 1990, cited in
Burnett, 1999).
Unfortunately, however, segmenting the mature market by behavior and attitude
does not take into account ones life experiences, societal perceptions of aging, external
circumstances or events later in life which produce variability in behavior (Moschis, 1993, p.
46).
Psychographics
And finally, others suggest that psychographic characteristics should be considered
in conjunction with personalities and cognitive age when segmenting the market (French and
Fox, 1985; Day, Davis, Dove & French., 1987; Mather & Moschis, 2005). Schiffman and
Sherman (1991) identified that for many people, age is as much a state of mind as a
chronological and physical reality – what they call ‘cognitive age’ (cited in Lancaster &
Williams, p. 399) – and this has been found to be an important aspect in studies of older
consumers (Mather & Moschis, 2005) Based on research by Weijters & Geuens (2006),
cognitive age refers to a combination of four dimensions: “the age a person feels, the a
person thinks he or she looks, the age a person perceives him- or herself to act, and the age a
person perceives to be reflective of his or her interests” (p. 786).

62
Although psychographic segmentation provides a better explanation of who
segments of the Traditionalists are compared to other segmentation methods, it does not take
into account biological aging – a key factor in the lives of people 65-84.
While segmentation of the senior audience is generally based on single factors such
as age, cognitive age, lifestyle or purchasing behavior, according to researchers at the
CMCS, using multiple factors for segmentation is a more viable approach for two main
reasons.
First, “differences among seniors are unlikely to be the result of any one factor or
characteristic” (Moschis, 1993, p. 44). People age differently - including biologically,
psychologically, socially and spiritually - and these difference are “manifested in the various
behaviors and attitudes of even people who are the same age” (ibid).
Secondly, in using a single criterion, one runs the risk of using an inappropriate or
even the least viable criterion (ibid). This is especially true with segmentation models such
as psychographics or lifestyle. As noted in a 1993 article in the Journal of Consumer
Marketing:
Several decades of research by Neugarten, a noted gerontologist, produced findings
suggesting that personality changes little after the age of 30 (Barrow & Smith,
1983). This finding is also confirmed by a Yankelovich study for Modern Maturity
magazine which shows few differences in lifestyles between younger and older
adults (The Daniel Yankelovich Group, 1987). Thus, one does not expect to find
variability in late life, and therefore, personality and lifestyles may not be sound
basis for segmenting the mature market, since they have been week predictors of
consumer behavior in general (Novak & MacEvoy, 1990) (all cited in Moschis,
1993, p. 44-45).

Gerontographics
Research conducted at the CMCS over the past 20 years has amassed evidence of
the superiority of a segmentation model known as gerontographics, an approach termed by
the Director of the program, George Moschis who has been referenced often in this paper

63
thus far. The segmentation model, based on “aging processes and life circumstances”
(Moschis, Bellenger, Curasi, 2003), “acknowledges individual differences in the aging
process as well as differences in types of aging dimensions that occur later in life” (Moschis,
1993, p. 45). Superior to other segmentation models which are based on limited variables,
gerontographics taps into a person’s cultural life course, which is “the biophysical,
psychological and social circumstances that effect and determine the impact of key life
events likely to contribute to older person’s aging process” (Moschis, et al., 1997, p. 286).
This approach also focuses in much greater detail on older adults’ needs, attitudes,
lifestyle and behaviors, not just one approach at a time as do the segmentation methods
previously discussed. Furthermore, gerontographics is more comprehensive than
psychographics as it also considers factors associated with biological aging as well as social
and experiential aging (Moschis, 1993). It also takes into consideration the external
circumstances and events that take place later in life which produce variability in behavior
and attitudes. As a result, gerontographics considers consumer behavior to be a
manifestation of the circumstances people experience later in life – rather than the definition
or segmentation criterion to identify them (p. 45).
Gerontographic research revealed four life stages to segmenting the mature
audience: healthy hermits, ailing outgoers, frail recluses and healthy indulgers (see figure
8). The differences between each group is not based on age, but the life-stage a person is in
based on their unique biophysical, psychological and social aging process, providing a much
clearer picture and understanding of the needs and preferences of each group compared other
single criterion segmentation methods. Characteristics and explanations of these groups can
be found in Appendix B.

64
Figure 8: Lifestage Segments of the Mature Market

Note: Specific arrows indicate that people may move to the next stage in life due to physiological,
psychological and social aging. Arrows pointing to the left denote psychosocial aging; arrows pointing to
the right denote biophysical aging.
Note: Moschis, 1996. Cited in “Targeting the mature market: opportunities and challenges,” by George
Moschis, Euehun Lee and Anil Mathur, 1997, The Journal of Consumer Marketing, 14, p. 287

While current segmentation models can be useful in identifying older consumers
likely to be good prospects for goods/services, they provide little to no information about
their response to marketing strategies and tactics. However, in addition to providing
descriptions of each sub-group, gerontographics also provides the insight marketers and
communicators want to know about how to communicate and position products and whether
they should develop different strategies to reach different groups. See Appendix C for an
illustration of the marketing strategies that can be used to target each of the four life stages.
The use of single criterion segmentation may be effective in some cases, such as
health and/or presence of certain ailments when marketing specific drugs, political or
religious affiliation for special interest messages, or geographical location for local products

Healthy
Indulgers

Healthy
Hermits

Ailing
Outgoers

Frail
Recluses

65
and services. However, in most situations, single criterion segmentation is not adequate or
appropriate, making comprehensive and multi-faceted approaches such as gerontographics
much more effective and useful.
But whatever segmentation method is used, the more communicators and marketers
can acknowledge that Traditionalists are not all the same and understand the unique needs
and interests of their key sub-segment, the more successful their communications and
targeting efforts will be.

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Chapter 6: Method
In spite of the significant improvements and progress that has been made to
appropriately communicate and target 65-84 year olds, most communicators and marketers
are still inadequately and inappropriately targeting the senior demographic.
The primary research of this study explores how Traditionalists are currently being
communicated with by outlets/organizations that self-profess to be targeting the senior
audience. Magazines, websites and promotional materials were examined in the study, as
they provide documented evidence of marketers and communicators’ philosophies and
communication approaches that is directed specifically to this audience. The study utilized a
content analysis of two diverse print and online sources, specifically looking at the content
found in the November/December 2007 issue of AARP the Magazine and 2007 Del Webb
Shadow Hills promotional materials.
In conducting the content analysis, content (not ads) was evaluated to discover how
well/poorly each source communicates with and appeals to the 65-84 audience. To do so,
articles were evaluated using the following five parameters:
1. What topics are covered?
2. What is the format of the content and what trends are used?
3. What are the features of the content?
4. What terminology is used throughout the content?
5. Who does the content target?
It should be noted that, as with most all content analysis, the findings can be and are
subjective. Personal judgment is required when this method of gathering and evaluating
information is employed. As a result, the findings should not be viewed as precise, infallible
findings, but rather, as general indications of trends and attitudes.

67
Chapter 7: Results/Findings
The following are the findings of this study’s content analysis.
AARP, the Magazine
Headquartered in Washington DC, AARP was founded in 1958 and currently
describes itself as a non-profit organization for people 50 and older with a mission to
improve “every aspect of living for older people” (“AARP Mission Statement,” 2008).
AARP boasts more 38 million members, 1,700 staff, 19 lobbyists, an annual $550 million
budget and tens of thousands of volunteers in communities around the country (Dychtwald,
1999, p. 24), making it one of the largest non-profits in the U.S. and the largest membership
organization for people over 50.
Launched in 1958 and known as Modern Maturity until 2002, AARP the Magazine is
AARP’s bi-monthly publication sent to all AARP members. Magazine content addresses
aging issues as well as the general interests of its members.
Topics
Given the broad demographic make-up of AARP’s members, it is no surprise that
the articles found in its magazine cover a wide variety of topics, including many of the topics
and issues that are most important to older individuals. Out of the 46 articles in the
November/December 2007 issue, the greatest percentage of articles (17.4 percent) were on
the topics related to family, money and finances and special interests (such as music,
entertainment, food and books). The second most prevalent topics discussed were health,
including fitness and nutrition (15.2 percent), travel (11 percent) and profiles of both
celebrities and everyday people (13 percent).

68
Figure 9:
AARP the Magazine Article Content. Nov/Dec 2007 Issue
Family, 17.4%
Money/Finance,
17.4%
Special Interests,
17.4%
Profiles, 13.0%
Social
life/romance,
11.0%
Health, 15.2%
Travel, 8.7%
Work/careers,
6.5%
Politics/senior
benefits, 6.5%
Technology, 6.5%

Note: Some articles covered multiple topics.
Note: Based on article content from the November/December 2007 issue of AARP the Magazine.

Perhaps most surprising was the relatively high percentage of social life/romance
related articles (11 percent), and the lack of content about serious senior issues such as
Social Security benefits, the future of Medicare, and other pension and benefit related stories
(6.5 percent).
Format and Trends
The November/December edition 116 pages of content, almost 53 percent of which
was advertisements (AARP the Magazine, 2007). Although the font size, color and spacing
make the articles easy to read, the pages are crammed full of content, leaving little white
space, which effects ease of readability.
Given older adults’ need for security, guarantees and authenticity (Ylanne-McEwen,
2000; Bloch, 2007), most articles generously quoted and referenced experts to bolster the
facts. The most often quoted source within all the articles were doctors – not only medical
doctors, but PhD holders in various fields and industries.

69
Figure 10:
Quoted Sources, AARP the Magazine , Nov/Dec 2007 Issue
5
8
11
13
17
18
0 2 4 6 8 1012 1416 1820
Celebrities
Studies/research
Executives
Everyday people
Editors/authors
Doctors (MD, PhD)
Instances Quoted

Note: Based on article content from the November/December 2007 issue of AARP the Magazine.

Among all the article formats, the most popular trend in delivering content came in
the form of tips and how-to guides (41 percent). Other popular formats included Q/A (19.6
percent), round-up stories (17.4 percent) and profiles/interviews (13 percent).
Of the 46 articles, 31 (67.4 percent) were short articles and tended to cover special
interest topics and interviews using how-to guides, tips, and Q/A formats (ibid). There were
50 percent fewer long articles (a full page or longer) than short articles, although they tended
to cover more serious topics such as family, health, finances and work/careers using the
round-up format and traditional feature article formats.
Features
One of the most noticeable features about the publication is the number of times
articles offered/suggested additional resources about the topic via a web address, book or
other publication, email address or phone number. This is not surprising as older adults have
a seemingly insatiable appetite for information and are happy to do additional research on

70
issues of importance and relevance to them (Bloch, 2007). Nearly 55 percent of all the
articles offered additional sources of information within or at the end of the article.
The email, telephone and internet information also provides readers with the
opportunity to become engaged with the publication, rather than simply being passive
readers. Along this same vein, the “Letters to the Editor” is also a traditional way for readers
to be engaged with the publication and provide their feedback.
Knowing that today’s mature audience receives news and information in various
ways and with varying levels of preference, in addition to the magazine, AARP also
distributes its monthly AARP Bulletin, numerous studies and reports, an online newsletter
and an in-depth website for on-demand access to information.
Terminology
Although originally for people 65 and older, along with its name change in 2002,
AARP’s audience also includes people 50-64. Surprisingly, the most commonly used term
used was “50+.” Although AARP is working to appeal to its newest and youngest members,
it was surprising that the readers and the population in general was referred to as 50+ - an
age far removed from its core 65+ members. The second most commonly used term to refer
to the mature audience was “older,” in phrases such as “older Americans,” “older citizens”
and “older people.” The use of such terminology allows each reader to decide in his/her
own mind who and what age is “older” and therefore, whether or not the article is about
them or of interest to them.
Perhaps most surprising was the number of times “Boomers” and “Baby Boomers”
were referenced. Given Traditionalists’ frustration with AARP in other areas as it relates to
the Boomers, it is surprising that the magazine that has traditionally been for the 65+
demographic would be so bold as to include several stories specifically for and about the

71
Boomer audience (even though they are now members of organization) and none specifically
for the Traditionalist audience.
Other words that were used frequently throughout the publication, regardless of the
article topic or format, were: living/doing/activity, family, costs/money, health,
fears/concerns, and relationships/companionship/social interaction. These words are in sync
with the issues that are daily on the minds of older adults regardless of financial status, age,
education and living arrangements.
Target Audience
Although AARP the Magazine’s audience is now American citizens 50 and older,
almost 40 percent of the articles in the November/December issue were about people
younger than 65, including the majority of the in-depth, lengthy articles. Only 11 percent of
the articles were specifically about or for people 65+ and only 8.7 percent of the 46 articles
were written for or about people both older and younger than 65. These statistics seem to
suggest that AARP is putting priority on communicating with the leading edge Boomers,
those who are currently between 50 and 60 years old.
The greatest percentage of articles (41 percent) were not specifically about or
targeting either audience. Much like the approach Age Concern magazine is taking, rather
than making overt mentions of age, the bulk of the magazine’s content refers to issues
concerned with all older peoples’ life stages, such as becoming a care-giver, drafting a will,
etc (Murphy, 2006). However, according to Claire Murphy (2006), this approach does raise
the “ghetto” issue – how older people will react to communications that address them as a
single group defined by their age and inclusive of Baby Boomers (para. 17).
AARP the Magazine effectively communicates with 65-85 year olds in the following
ways:

72
1. Generally and frequently providing in-depth articles about issues of interest to
them in most of their publications.
2. Providing additional resources for further research and information.
3. Addressing concerns and fears seniors have as it relates to family, finances,
health, work and social interaction.
4. Offering easy to follow tips and how-to guides as well as round-up articles,
giving a quick and comprehensive overview of a specific topic or issue.
5. Frequently quoting respected sources such as doctors and authors, as well as
everyday people “like me.”
6. Providing numerous outlets for readers to voice their opinions, concerns and
praise as it relates to a public issue, publication content, other readers’
comments, AARP political activities, etc.
In spite of these appeals, it seems that AARP the Magazine overlooks, undervalues
or under-appreciates the 65-84 audience due to the following issues:
1. There are more than three times as many articles about people younger than 65
than there are about people older than 65. This is disproportionate with the
number of members AARP currently has in each age group.
2. Even though Traditionalists prefer in-depth, comprehensive information, seven
out of the 15 long articles are written for or about those 65 or younger.
3. While the bulk of the topics covered in the publication are of interest to
members 65 and older, most of the articles discuss “prevention”, “preparing for
retirement,” “starting something,” or “preparing to enter a new phase of life.”
All of these are more appropriate for younger audiences who are not yet to
“senior status.” Very few articles address dealing with long-term illness and

73
ailments, investing, securing and prolonging financial and physical
independence and continuing education which would be more appealing to
people 65 and older.
4. Most of the articles are light pieces about gifts, romance, entertainment, cooking
and leisure activities; very few were on serious issues such as pensions, the
viability of Social Security and Medicare, legislation affecting seniors and
seniors rights, care-giving, maintaining financial and physical independence, etc,
which are of greatest interest to Traditionalists.
5. Although more than half of the articles offer resources for further research and
information, the overwhelming majority of those resources were online and via
email addresses. This shows a catering to younger audiences as more Boomers
are internet proficient that those who are 65-84.
6. Very few images of 65-84 year olds accompanied the 46 articles. Instead, most
images were of Baby Boomers, as well as young people, cartoon images,
landscapes and product images.
Del Webb’s Sun City Shadow Hills Promotional Materials
Del Webb is an established leader in active adult living, which began with the vision
and commitment to quality of its founder, Del Webb (“Company Profile”, 2008). Starting
with its flagship Sun City community near Phoenix, Arizona in January 1, 1960 and
partnering with Pulte Homes, Inc. on July 31, 2001, Del Webb now has nearly 50
communities open for sale or in development in 20+ states and has built more over 500,000
homes (ibid). Del Webb communities are designed for independent, active seniors 55 and
better who want to own their own home, but live in a community with others who are “like-
minded” and their “own age” (“Consumer Overview,” 2007, para. 3) with shared activity

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areas and options for recreational and leisure activities in a community-environment
(Fitzgerald, 2000, para. 8).
In 2004, Del Webb opened its second Sun City in the Palm Springs, CA area with its
Sun City Shadow Hills community. As with most other Del Webb properties, Shadow Hills
is an age-restricted community marketing itself to older adults who seek a community that
offers ample choices for recreation, leisure, luxury, lifestyle and price options (“Homepage,”
2007).
To appeal to and provide information about this community to potential buyers, Sun
City Shadow Hills produced promotional materials to spark interest, answer questions and
drive home sales in the development. This analysis looked at both the print materials and
community website (ibid), which sales associates distribute to potential customers.
Topics
The primary appeals of Sun Cities around the country are the community and
lifestyle options that they provide. So, it is no surprise that on the brochures and
supplemental materials content is divided into the following six categories: community,
lifestyle, amenities, recreation and home designs, as well as a brief introduction to the Del
Webb brand (“Live the Lifestyle” brochure, 2007; “Homepage,” 2007). These are the things
that potential customers most want to learn about and are the main “selling” points of Del
Webb communities.
However, within these content categories, other topics, that are perhaps more
important than the overall themes, are covered. These are issues related to health, safety and
privacy, indicating an understanding of older adults concern for their personal safety and the
security of their property. In addition, social-life, dating, friendships, clubs and community
activities are also highlighted and promoted, catering to the need for social interaction and

75
relationships (Hummert et al., 1998) and the desire to feel and act younger in order to add to
the quality of their lives (Dychtwald, 2000; Weijters & Geuens, 2006). Highlighting these
features also promotes the idea of what Larson-Keagy and McHugh (2005) refer to as an
“idyllic haven” – a place where active retirement is to be enjoyed as a period of delayed
gratification.
Format and Trends
As the materials are promotional in nature, the brief content is fitting as it is colorful
and descriptive – not oversimplified - with ample space between lines of text and among
images. The font is an appropriate, legible size and the content is presented in short
paragraphs interspersed with colorful images.
One of the primary trends utilized in both the print materials and online site is the
use of repetition. Not only are the words “Del Webb,” “Sun City” and “Shadow Hills” used
frequently throughout all the materials, but several other key words and phrases are repeated
to hone in on key themes and encourage readers to remember the most important points.
A second trend that is used is the emotional appeal and soft sell. By subtly
highlighting issues and amenities that are most important to active, older adults, the
promotional material avoids the turn-off of a hard-sell or slickness seniors often detect in
most sales or advertising materials.
Features
All of the promotional materials are designed to increase prospective buyers’ level
of engagement and involvement with the Shadow Hills community. The print materials
encourage potential buyers to go online to access additional information (“Live the
Lifestyle” brochure, 2007). Once online, 1-800 and local telephone numbers are offered to
encourage people to actually speak with someone at the community (“Homepage,” 2007). In

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addition, numerous, “urgent” appeals are made for people to sign up for one of the “lifestyle
tours” which are “filling up fast” in order to get as many people as possible to physically
visit the community (para. 5). And finally, a Shadow Hills representative regularly emails
potential customers offering assistance and additional information if it is needed or wanted.
In addition to the print brochures and the email encouragement to visit the
community website, potential customers also receive the most recent Shadow Hills
community magazine – The View. This is a brilliant additional feature as older adults enjoy
local publications (Burnett, 1999) while giving potential customers a view into the daily life
that their “peers” are enjoying at Shadow Hills. This subtle third party endorsement (p. 34)
by current residents of Shadow Hills actually seems to be a stronger, more authentic sell of
the community as older audiences prefer personal recommendations to traditional
advertising (Klippel & Sweeney, 1974; Burnett, 1986, cited in Burnett, 1999, p. 34).
Terminology
More than any other words, “community” and associated terms such as
“neighborhood,” “home” and “connecting” are repeated most often throughout all the
promotional materials, providing the reader with a sense of familiarity. Chaney (1995)
suggests that the promotional materials’ authors are not just describing the place, “they are
also formulating ways in which people can understand themselves as members of an age-
based social category” (p. 209). Furthermore, this notion of community and communalism
reinforces a sense of belonging and being around ones own kind, breeding camaraderie and a
collective identity (Larson-Keagy & McHugh, 2005).
According to Mike Baumayr, head of Chapter Two ad agency representing Del
Webb for more than 15 years, this focus on community is paramount. He states that “the
actual house means a lot less to seniors than the community it’s in. Very few developers of

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age-restricted communities ‘get it;’ they are still selling product and amenities and financing
with only pro forma references to community” (Wolfe, 2006, para. 6). For most people,
luxury and amenities are not the catalysts for a purchasing decision. “Luxury is a
materialistic value that most people in their 60s don’t find all that engaging – it is the
community that they want to be engaging (para. 8).
The second most frequently used word is “lifestyle” and related words such as
“recreation,” “fun,” “leisure,” “experience” and “activities.” This caters to older adults’
desire to act and feel younger and to be engaged in a social life. As was already mentioned,
Sun Cities are promoted as a kind of lifestyle in which activity is a dominant theme. As
such, choosing Sun City Shadow Hills can also be seen as part of a person’s lifestyle.
According to Ylanne-McEwen (2000), “the choosing of an active adult community is one of
the lifestyle choices, along with choices of clothing, appearance, diet and so on that we make
as members of modern consumer cultures as we attend to our own personal identities” (p.
87).
Other frequently used words include “independent,” “functionality” and “livability,”
appealing to older adults’ desire to stay active and fight off the stigma and
physical/emotional aspects of aging within the comfort of age -- and need -- appropriate
facilities and activities. Comfort and emotionally-charged words such as “quality,”
“comfort,” “integrity,” “tradition” and “refinement” are also used throughout all the
materials. These words are key selling points – more so than lists of amenities available to
them as Baumayer described above.
And finally, there is the issue of cost about which older adults are extremely
concerned. Although many older adults are cost-sensitive, they find some cost related words
– such as “discounts” – to be patronizing and more appropriate for the elderly. As such,

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Shadow Hills materials uses words such as “savings” and “rewards” which are much more
accepted and appealing to older audiences and part of the benefits of being part of the
community. However, there is only one reference to the cost of buying/living in the Shadow
Hills community – and it is only found online (“Homepage,” para. 1). Knowing that many
older adults are price-sensitive and many are on fixed incomes, it seems that this topic of
primary importance is starkly missing.
Words that are noticeably not used are traditional senior labels and titles. It may be
that the company has realized that “the biggest trick in marketing to seniors…is in not
mentioning their age” (Balazs, 1995, p. 269, cited in Ylanne-McEwen, 2000, p. 86) or using
labels which can often carry negative connotations (Nuessel, 1984, cited in Ylanne-
McEwen, 2000, p. 86). The only terms used to refer to people who are or would live at
Shadow Hills is “residents” or “people like you.” In doing so, Shadow Hills does not limit
their audience by describing who their residents are; rather, they describe what they like to
do, allowing prospects to self-identify based on actual or desired lifestyles (Ylanne-
McEwen, 2000).
Target Audience
While Del Webb communities have always marketed themselves for active seniors
55 and older, very few people actually move into a senior community in their 50s (“Fact
Sheet,” 2007, para. 17). Yet, given the content and somewhat homogenous depiction of
residents as younger seniors, it seems that Shadow Hills, like many other organizations, is
focusing their marketing and research efforts on the enormous Baby Boom generation that is
approaching or entering early retirement and catering their messaging and amenities to their
interests and desires.

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However, Shadow Hills’ promotional material effectively communicates with
Traditionalists in the following ways:
1. Producing a simple, clear content using easy to read fonts and format that is not
too large and patronizing. Content on the Shadow Hills website is also easily
navigable and easy to read.
2. Frequently repeating key words and phrases, which effectively drives home key
messages and also makes the content easier to remember.
3. Addressing key concerns and interests of Traditionalists within material content,
including community and neighborhood, safety and security and active lifestyle
options.
4. Depicting older, happy and active people engaged in light recreational activities
and social gatherings – a lifestyle many older audiences seek.
5. Describing a community and lifestyle which many seniors seek or would find
appealing as they work to fend off the effects and stigmas of aging.
Even though the average age of Shadow Hills’ residents is 63 (“Fact Sheet,” para.
17), its promotional materials target leading edge Baby Boomers rather than Traditionalists
in the following ways:
1. Although the information is easy to read, it is also very brief, which is more
appropriate for younger audiences than individuals 65+ who desire and value as
much information as possible.
2. While Traditionalists are active and seek active lifestyles, the truth is, not all of
them are as mobile as they would like to be. By focusing primarily on the most
physical of activities available, the materials depict a lifestyle with which some
older audiences may not be able to identify.

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3. Though numerous area attractions, services and perks surrounding the Shadow
Hills community are described, there is no mention of facilities that might be
appealing/necessary for older audiences, such as the renowned local medical and
health facilities and services, multiple transportation services and care providers.
4. A lot of key information, such as address/driving directions and in-depth
information about Sun City and Del Webb, is only available online. Although
more and more Traditionalists are going online, it is a relatively small
percentage compared to the number of Boomers who regularly use and rely on
this resource.
5. While the faces in the print and online materials are of older adults, they are
clearly not those of Traditionalists. While seniors prefer to see images of
younger, active individuals than old, feeble individuals, the fact that all the
images are of “younger” people provides a bit of a disconnect between the
people Shadow Hills depicts as enjoying their community and the actual average
age of its residents.
The primary research of this study was to examine the hypothesis that most
marketers and communicators are still inappropriately targeting the senior demographic.
The above content analysis found considerable evidence supporting this hypothesis, even
among outlets and organizations with 65-84 year olds as part of their target audience.
However, given that all the sources that were analyzes for this study also target younger
consumers (50-64) and do in fact effectively communicate 65+ in numerous ways, it appears
that the above sources are making a serious effort to communicate with senior audiences.
For companies to be successful, they have to target messages and products to the
majority of the population with the highest discretionary income (Brock, 1998b); and

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according to government statistics, Baby Boomers are not and will never be as well-off
financially as their parents, the Traditionalists (Moschis, 2002). Therefore, these outlets
may be sacrificing income-generating potential and readership by putting the greatest
emphasis on the wrong key audience. As Peterson (1992) argued in his content analysis of
seniors in advertisements, “this treatment may reinforce negative self-images of many
seniors who see themselves as neglected or deprecated [in communications efforts] as well
as reinforce society’s notions of older people as inconsequential beings who lead unenviable
lives” (para. 32).

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Chapter 8: Conclusion
Some of the most striking things about Traditionalists are not only the broad range
of ages and lifestyles they encompass, but also their ability to adapt and be flexible with the
changes and advancements in society. They went from the introduction of the telephone in
private homes to cell phones, typewriters to high speed internet access, and Model-Ts to
SUVs. Traditionalists also include those who are already retired and taking advantage of
corporate pensions, health care plans and investments as well as those who are still working
and continuing to save and plan for retirement. With the senior population growing both in
sheer numbers and diversity, it is nearly impossible to clearly define or label such a diverse
group of people who are continuing to shatter stereotypes and change societal perceptions of
aging.
But the information is out there. While it is often fragmented, hard to find,
incomplete and sometimes confusing or contradictory, the information about whom and
what defines and describes Traditionalists is available, often found in bits and pieces,
compiled in reports, studies, articles and biographies. And although it is not being used,
sought out and valued as much as it should be by the industries, businesses and media which
currently target seniors, there is a new respect and growing interest for the mature population
as society takes note of their size, and financial resources (Brock, 1998b).
How to Communicate with the 65-84 Audience
Given all that is known about Traditionalists, today’s seniors are a tremendous
market for those marketers and communicators who are willing to take the time to
understand them and communicate with them appropriately.
The ability to effectively communicate with Traditionalists can have profound
implications for all aspects of their lives and well-being as well as for the success of an

83
organization’s communications or marketing efforts. For example, without effective
communication about programs and services related to their health and well-being,
Traditionalists won’t gain much-needed access to them (Public Health Administration of
Canada [PHAC], 2006). And although they tend to be cynical of advertising and other
messages targeting them, “if marketers and communicators address cynical seniors with
honesty and deliver what was promised, loyalty will follow” (Zbar, 1993, para. 8). As
Dennis Marzella said, “The key is authentic communication – that doesn’t mean that it can’t
be entertaining or creative – it just has to be true” (para. 9).
Ultimately, communication with seniors is based on common sense and courtesy and
being sensitive to the needs and characteristics of this major consumer market. Based on the
research that was conducted for this study, the following are ten key, strategic
recommendations for effectively communicating with the 65-84 audience:
Strategic Recommendations
1. Research and identify the specific segment of the mature market with
whom you want to communicate. Depending on what segment of the senior
audience with whom you want to target or communicate, select an appropriate
criteria and segmentation method to effectively identify the specific sub-group
of interest. This will help you understand the specific needs and interests of
your ideal sub-segment or niche audience and allow you to create appropriate
messages and target them effectively. Knowing that the 65+ population is
growing increasingly diverse, do not use a shotgun approach which assumes all
seniors are the same and do not target them with the same messages and
programs used to appeal to Baby Boomers.

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2. Create clear, age-appropriate message with appropriate terms and images.
According to a 2003 Brand Strategy article, the move from simplistic structures
to abstract messages in marketing, advertising and communication is unclear
and often lost on older demographics, making them increasingly cynical and
more reliant on word of mouth recommendations (“Don’t ignore the senior,”
para. 9). Therefore, don’t be too mysterious or allusive in your communications
messaging; provide information point by point in clear, slow messages so that it
is easy to understand. And while seniors want ample information and
credentials, they also appreciate creativity and humor (Barbato, Graham &
Perse, 1997). Be careful not to over simplify or use too much sizzle or jargon
(Halter, 2003), thereby distorting the message. The key is not to be overly
friendly or suspiciously flattering; seniors are savvy and experienced and can
detect these affectations a mile away.
Refer to Traditionalists as “seniors” or “older adults.” Avoid stereotypes
and condescending terms such as “elderly,” “the aged,” “grey market,” etc.
Furthermore, as Joseph Winski recommended in his 1992 Advertising Age
article, “don’t dwell on age and presumed limitation of stereotypes; instead,
focus on experiences, interests and potential” (para. 16).
Use images of active, healthy, diverse younger seniors of varying ages.
Most importantly, do not use the youth-centric images or stereotypical images of
feeble old people in wheel chairs, with walkers, hunched over and sickly.
3. Take into consideration seniors’ needs – but do not condescend. While age
often brings with it some disabilities, such as failing vision or hearing-loss, it is
important to note that not every Traditionalist lives with these disabilities.

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Therefore, information needs to be legible, easy to read using an appropriate
font, font size and coloring. The trick is to be considerate of those with
disabilities without giving the impression that all seniors are disabled. Also
consider the height and location messages are placed – as some seniors are in
wheel chairs and others no longer drive.
When providing information online, font size and color, format and spacing
are especially crucial. Furthermore, ensure the content is easy to navigate with
phone numbers available if people get stuck or cannot find that for which they
are looking.
And finally, consider cost. Many seniors are on a fixed budget and those
who aren’t are still careful spenders. However, seniors do not want to feel
“cheap” or purchase products/services “for seniors.” Rather than “sales” or
“discounts,” offer “promotions,” “rewards,” loyalty and incentive programs and
package deals.
4. Create and discuss appropriate and relevant values and benefits. Seniors do
not care as much about luxury and options as they do about cost, personal
service, social interaction and how a product or service will benefit them or
make them feel. Although seniors are traditionally stubborn, leery of
advertising and often loyal to certain products, service providers and media
outlets, they are willing to try new things if the appeal is right. Therefore:
• Show or describe long term benefits. Clearly describe how it will
benefit and affect them specifically, not the senior market in general.
• Establish value by catering to specific sub-segment needs and wants and
focus on the most appropriate feature/benefits or key messages

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• Promote convenience (of use and location).
• Target their core values and create or focus on the emotional value of
the product/service
• Concentrate on solutions rather than the problem
Rather than “selling” a product or idea based on its specific features and
benefits, employ more of a social marketing approach where if one can change
attitudes, one will change behavior. For example, McDonalds rarely focuses on
the quality of its food, but rather sells family values and togetherness; DeBeers
doesn’t sell diamonds; it sells timeless love and secure friendships; and Michelin
doesn’t sell tires; instead, it sells the importance of what’s riding on them,
appealing to ones sense of responsibility and concern (David, 2001, p.125).
5. Make messages impactful and easy to remember. As so many “issues”
important to Traditionalists relate to health services, care, long-term planning,
family and finances, these lend themselves well to social marketing type
messaging. Travel, independence, patriotism, religion and volunteering are also
issues of high importance; however, be sensitive to aesthetics and practicality
using only those issues that are relevant and appropriate for the specific message
and audience.
Also make the message familiar to them by creating contextual clues and
terms with which they can identify. Terms such as “lifestyle” and “community”
are words seniors can identify with based on their own understanding of what
they know and want that to mean and based on the lifestyle and issues with
which they currently live.

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A key way to make messages and features memorable is through story-
telling. Not only do stories (both real and hypothetical) make communication
more interesting and engaging, it also makes it more “real” and therefore easier
to recall and identify. Stories are especially effective as they arouse emotions, a
key way of connecting with the senior audience (SCSA, 2005).
6. Repetition! Repetition! Repetition! To increase information retention of key
messages and to create name/brand recognition, repeat the same message over
and over again. Repeat key themes and messages several times not only within
the same communications medium but in numerous places - both physical
locations around town as well as in different sources such as the newspaper,
mass mailer and online resources. This creates consistency for the messages and
gives the perception of authenticity of both the message and the communicator.
7. Designate an appropriate spokesperson. Much like with choosing appropriate
imagery, the look of a spokesperson may be as important as their credentials and
credibility. Therefore, ensure the communicator/deliverer of your message is
viewed positively and is respected and perceived as qualified by both young and
old audiences.
8. Select appropriate communications channels to put information where they
will see it. Depending on the unique Traditionalist segment one has chosen, the
correct outlet and location for communicating messages might be online, in a
community or church newsletter, in a mass mailer, an ethnic magazine, at a bus
stop, on the evening news, in the Sunday newspaper or on a flyer posted at the
senior center or retirement community.

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Reaching one’s ideal senior segment might mean only targeting older
women as they tend to live longer and become the primary decision makers in
older households. Selecting the appropriate communications channel also might
mean targeting the gatekeeper or decision maker – such as friends, family,
caregivers, neighbors and professionals. According to author Michael Walker
(2002), “the inability to remember information and the likelihood that someone
else will be involved in major decisions among older audiences steadily climbs
to over 80 percent of the time (p. 9). This is increasingly true to seniors over the
age of 75.
Given the value seniors place on word-of-mouth advertising and personal
contact, it is also advantageous to build and utilize a professional network by
creating “mutually beneficial alliances” with similar, but noncompeting
professional and organizations who also serve the same segment of the senior
market (SCSA p.673).
According to Charles Schewe (1999), marketing professor at the University
of Massachusetts at Amherst, “whenever possible, use local resources and give
preference to print media as it allows them to process information at their own
rate (para. 8). Although Traditionalists watch a lot of TV, “broadcast media
may be less effective than print communication as a way to get their attention
and allow them to retain a message” (ibid). Therefore, because so many seniors
have free time and want to digest information at their own speed, as often as
possible, give them information they can keep and reread at their leisure.
Provide more and more information and resources online while continuing
to maintain print materials. While 65+ are going online more often and may be

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a great way to reach younger seniors, according to Pew Internet research, the
best place to reach older Traditionalists is still offline (Fox, 2006): about half of
60-69 go online and only 26 percent of 70-75 are online and only 17 percent of
76+ are online (p. 1).
Overall, however, research has shown that seniors prefer personal contact
and recommendations to traditional advertising messages as it relates to making
decisions and collecting information (Klippel & Sweeney, 1974; Burnett &
Wilkes, 1986, as cited in Burnett, 1999, p. 34). Be creative and engage in non-
traditional communication such as direct mailings and postcards, meetings at
social spots and senior centers, hand out brochures with a self-addressed
response card, as well as other forms of personal communication which have
become staples of loyalty building (Levin, 1994, para. 14).
9. Provide opportunities for feedback and encourage it! It is important to
facilitate continued involvement for seniors and seek their perspectives as this
significantly contributes to their quality of life and health (PHAC, 2006).
Research shows that positive effects occur when people feel empowered and
believe that they have been heard (Graham, 2005). Be sure to provide contact
information, including name, phone, address and email address and regularly
request their feedback. However, the key is not only soliciting their comments
and ideas, but also listening to what they have to say and following through on
their suggestions and recommendations.
10. Be sincere and genuine. To build and foster a relationship, it is important to
consider not only what is said but the manner in which it is delivered. While
verbal communication may be effective in transferring information or

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instructions, non-verbal communication often speaks louder than verbal
messages (Graham, para. 2). Behavior, body language, follow-through and
sincerity are all key non-verbal communicators that older audiences detect and
evaluate when listening to a message or making a decision. Furthermore,
women in particular place a great deal of emphasis on connection,
communication, relationship and trust (SCSA, p. 677). Therefore, to truly be
effective in communicating with seniors of any age or gender, one must make a
genuine effort to really understand their limitations, perspectives, experiences
and changes they face at any life stage.
Literature suggests that communicators’ attitudes are consistent with the general
publics’ attitude toward the elderly; suggesting that as overall attitudes change, so too might
corporate America and media” (Peterson, para. 7). That being said, communicators could
actually render a social service by helping to eliminate stereotypes and by depicting
Traditionalists as important segment in U.S. culture and as individuals who are capable,
knowledgeable and motivated (para. 32).
The Future of Traditionalists
Today’s seniors will create and effect change in many areas and be impacted by new
issues as well. In the future, not only will Traditionalists be older versions of who they are
today, but they will also continue to be changed and influenced by the changing world
around them and their experiences.
But who will Traditionalists be in the next 10-20 years and what issues will be
important to them? For some, life’s prolonged second half will be a time to change courses,
start a new career, go back to school, or move to a new state. For others, extended longevity
will be fraught with pain and discomfort. As bodies decay and minds fail, millions of

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Traditionalists may spend their final decades struggling with depression and loneliness
(Dychtwald, 1999, p. xix).
Our country is getting older and as it does, society will have to adjust to reflect these
changes. As Ken Dychtwald, founder of Age Wave, Inc, so clearly described in a 1997
Journal of Consumer Marketing article:
Throughout history, our nation’s growth and development have been influenced by a
variety of social, political and technological shifts. But underlying all these changes,
on factor has remained constant: the relative youth of our culture. Now, for the first
time, our society is shifting from a youth-oriented society to a middle aged and
increasingly mature society (p. 271).

According to the USC Davis School of Gerontology (2008), “The aging of America
will result in enormous consequences for every aspect of society,” affecting not only the
lives of Traditionalists, but subsequent generations as well (“About us,” 2007). As such,
there are several trends that marketers and communicators would do well to recognize.
These are as follows:
Trends:
1. Not only will there be a growth explosion of the 65+ market, but the increasing
percentage of the oldest old (85+) living with chronic ailments and diseases, will
have a profound effect on the society of tomorrow and the healthcare system. By
2030, there will be 8.4 million people 85+ (“We the American Elderly,” 1993).
2. There will be a significant increase in competition among age groups for limited
governmental and societal resources as well as for specialists to deal with age-
specific ailments (Spain, 2007). Traditionalists will have to fight for the
attention of law makers, media and businesses as the country shifts its attention
to the 76 million Baby Boomers moving into retirement between 2011 and 2029.

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3. The senior market will grow increasingly heterogeneous. Between now and
2030, the white population 65+ is projected to increase by 74 percent compared
with 183 percent for older minorities (Census Internet Release, 2004, cited in
AOA, p. 3). By 2025, only 25 percent of older audiences will be non-white
(Angel, 1999, para. 1): Ten percent of older American’s will be black, eleven
percent Hispanic and five percent Asian (Bennett Kinnon, para. 10; He, et al.,
2005, p. 3).
4. Companies will adjust the work environment to meet the needs and demands of
older audiences as they grow to need and value the experience and dependability
of older audiences and feel a labor shortage (Dychtwald, 1999, p. 105).
5. Universities, community colleges and online schools will begin to reach out
even more to older audiences as more and more seniors seek further education
either for pleasure or for work potential and new skills.
6. The qualification age for membership and for receiving the benefits of
governmental programs (Social Security and Medicare) might change. As
retirement starts earlier and younger and people are live longer and healthier, the
existing programs may not survive if they stay the way they are today.
7. As today’s 65-84 year olds turn 85-100+, they will become increasingly reliant
on others to make their purchasing decisions for them as they develop more
ailments and diseases.
8. Media, businesses and society in general will cater to the old, not the young as it
relates to programming, products and services as the relative youth of our
society shifts to a middle-aged and mature society (Dychtwald, 2000, p. 271).

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As a result, age and maturity will come to be valued as much as youth and
strength.
9. More and more Traditionalists will become caregivers and financial providers
for their children (the Baby Boomers) who did not adequately save for the
future, as well as for their grandchildren and ailing spouses.
10. Public and private care-giving for Traditionalists will increase as they develop
more debilitating ailments and as many of their children will be financially or
geographically unable to provide care for their aging and ailing parents.
11. The definition of what is a “senior” and what words and images are used to
effectively communicate with them will change.
12. The gap between the haves and the have-nots will grow wider as the cost of
living, healthcare expenses, pensions and retirements funds, ability to work and
support of their children will grow drastically wider (Bennet Kinnon, para. 8).
Much as they are today, Traditionalists will continue to be a significant force in the
market for products and services and media consumption in the coming years. However,
with the senior population continuing to diversify, strategic and effective communication
will be all the more necessary to reach target segments of the mature audience.
Today, despite recent recognition of the economic strength of the 65+ audience and
a growing understanding of the need to segment the market, society as a whole has not
accepted the overall value of uniqueness of the senior audience, as is evidenced by a
continued lack of statistical data, inappropriate content and representation, and shotgun
communications efforts. Primary research for this study showed that even publications and
outlets which specifically target Traditionalists are still inappropriately targeting or
ineffectively communicating with them based on their needs, experiences and lifestages.

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Yet, with an understanding of who the ideal segment is and what their unique needs,
values and preferences are, in addition to a little common sense and respect, today’s seniors
can be reached, do have money to spend and are willing to listen.
This study developed a broad description of Traditionalists and identified general
recommendations for effectively communicating with them. However, given the depth of
variance among Traditionalists and the evolving society and media landscape, further
research could be done to understand how new media will impact communications messages
and channels in the future. Furthermore, with the continued aging of the Traditionalists,
additional research should be done on how to communicate with the caregivers, influencers
and decision makers upon whom older audiences will increasingly rely. And while this
study developed recommendation for communicating with Traditionalists in general, specific
research could be done on how communications efforts should be altered given specific
industries or audience segments.

95
Glossary of Terms

Baby Boom Generation (Baby Boomers): Americans born between 1946 and 1964 and
whose parents were the Traditionalists. To date, they are the largest age segment in the U.S.,
numbering over 80 million people in 2005. They are generally known to be challenging,
assertive and aggressive.

Demographics: Data used to define/describe a population, using criteria such as age,
location, income, education, ethnicity, etc.

Elderly: The term generally used to refer to those people who are 85 and older.

Gerontographics: Coined by Dr. George P. Moschis, Director of the Center for Mature
Consumer Studies, gerontographics is a mature market segmentation approach that
acknowledges and considers individual differences in the aging process as well as
differences in types of aging dimensions that occur later in life. Gerontographics segments
people based on the life events and circumstances people experience during their lives which
directly affect and influence their current needs and lifestyles and, subsequently, their
consumer behavior as well.

Greatest Generation: The term coined by Tom Brokaw to refer primarily to the World War
II Generation, due to the sacrifice they made for their country, their family and each other,
and for the impact they had on American society as a whole.

Psychographics: A segmentation approach that considers lifestyles, behaviors, interests and
values for a specific demographic group.

Segmentation: Segmentation involves dividing the market or a group into smaller market
sub-groups consisting of individuals who are relatively similar to each other. Once divided,
each segment is recognized for its unique or definitive preferences and characteristics.

Senior/Senior Citizen: The term “senior” has come to be accepted as a shortened and gentler
version of “senior citizen.” As it relates to labels of the mature audience, these seem to be
the more generally preferred terms as they indicate people who aren’t young anymore but
still active. The age qualification for becoming a “senior” varies between 50 and 65 years of
age.

Swing Generation: Born between 1933 and 1945, the Swing Generation is so named as it
shares characteristics with the two age segments it is sandwiched between –the Baby Boom
and World War II Generations. Today, members of the Swing Generation are the leaders of
companies and organizations of all sizes and industries; they are also the highest income-
generating age-segment.

Traditionalists: Traditionalists are those American’s born before 1933 through 1945 and are
defined and influenced by the Second World War and the Great Depression. In 2005,
Traditionalists numbered 47 million people, roughly 16% of the U.S. population.
Traditionalists are comprised of the World War II and the Swing Generations.

96
World War II Generation: Also known as the GI Generation, members of the World War II
Generation are the oldest living Americans, having been born before 1933.

97
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Appendix A

Table 1:
Online Activities
The portions of internet users in each age group who have used the internet for some
popular online activities

18-
64 65+ All users
Uniform popularity
Send or read email 91% 94% 91%
Look for health or medical information 66 66 66
Go to websites that provide information or support for a specific
medical condition or personal situation 54 53 54
Get financial information 44 41 44
Play a game 40 35 39
Look for religious or spiritual information 29 26 29
Buy or sell stocks, bonds, or mutual funds 12 15 13
Make a phone call on line 11 9 11
More popular among wired seniors
Research your family's history or genealogy 23 36 24
More popular among younger users
Use a search engine to find information 90 82 90
Research a product or service before buying it 79 66 78
Look for information on a hobby or interest 77 52 76
Check the weather 76 60 75
Get news 71 59 71
Surf the web for fun 68 54 67
Look for information from a government website 66 60 66
Buy a product 67 47 66
Buy or make reservation for travel 58 41 57
Look for political news or information 47 37 46
Check sports scores or information 44 34 43
Download other files, such as games, videos, or pictures 43 30 42
Send instant messages 40 28 39
Bank online 25 20 34
Participate in an online auction 24 9 24

Note: From “Older Americans and the Internet,” by Susannah Fox, 2004, The Pew Internet & American
Life Project Surveys, p.10.

108
Appendix B

Gerontographical Groups

Healthy Hermits
Individuals in this segments tend to have the following characteristics:
- Are in good health
- Are psychologically withdrawn from society
- Are concerned with day-to-day tasks
- Tend to be employed
- Have few social contacts
- Have little interest in staying alive.
This group has relatively few consumption needs and expresses the fewest concerns.
Older consumers in this group tend to have a negative attitude toward technological
innovations. Healthy Hermits are relatively more likely to pay off the entire balance of their
charge accounts and have difficulty sticking to a savings plan. This group tends to be the
least responsive to marketing strategies based on age.
Ailing Outgoers
Individuals in this group tend to have the following characteristics in common:
- Tend to be health-conscious and in relatively poor physical condition
- Are social active
- Are unlikely to change their lifestyle because of their age
- Are interested in learning and doing new things
- Are retired.
Ailing Outgoers are a prime market for consumer products and services. They have
strong needs for information and domestic-assistance products and services. They are very

109
concerned with financial matters and desire to be financially independent. One major
attribute is this group’s concern with security of health, home and assets.
Ailing Outgoers also tend to pay cash for products and services and are less likely to
pay off their monthly charge account balance than all the other segments combined.
Individuals in this group tend to report favorable attitudes towards age-based marketing
strategies.
Frail Recluses
Mature adults in this category share the following characteristics:
- Tend to be in poor health
- Are inactive and socially isolated
- Psychologically withdrawn from society
- Are more likely to be retired than working
- Are more security conscious than those in the other three groups.
Although concerns with security are confined to physical and home safety as
opposed to, for example, financial security, they desire mainly physical protection.
Members of this group are also least likely to seek product information prior to a purchase
and are least likely to report problems or difficulties with products or services.
Healthy Indulgers
Individuals in this category share the following characteristics:
- Are in rather good health
- Are independent, active and relatively wealthy
- Are socially engaged and want the most out of life
- Are not hesitant to indulge themselves
- Have a strong need for selective information

110
- Are likely to pursue leisure activities and be involved in volunteerism and other
community activities.
Healthy Indulgers are attracted to in-store displays more than any other group. They
also are likely to report favorable attitudes toward technology. Finally, Healthy Indulgers
tend to be the least likely to pay cash for products are, therefore, the highest users of credit.
(Source: From “Gerontographics,” by George Moschis, 1993, The Journal of Consumer Marketing, 10, p.
46-49)

111
Appendix C

Table 2:
Marketing Programs and Strategies
Products/services/
institutions
Viable
segments
Positioning
theme(s)
Products/
services
Promotion Distribution Pricing
Food products and
stores
Ailing outgoers Emphasis on
taste
Easy-to-use, with clear
labeling and instructions
Coupons, senior
discounts, avoid
stereotypes in ads
Educate sales clerks
re products and older
shoppers' needs
Liberal return policy, rebates,
"specials"
Restaurants Ailing outgoers Emphasis on
convenience
Items easy to read and
suitable to dietary needs
Special-assistance
services (i.e. valet
parking)
Location near other
retail facilities
Senior discounts
Apparel and footwear Healthy hermits Social
acceptance by
same-age
groups
TV and print ads,
emphasis on group
conformity and
acceptance
Help in locating
merchandise, carry
well-known brand
names
"Skim-the-cream" (high) pricing
Ailing outgoers Product
functionality
and social
acceptance
Special sizes and
features
Direct mail, informal
seminars
Wide assortment,
special-assistance
pick-up service for
returns
"Sales"
Airline/cruise lines Healthy
indulgers
Emphasize
convenience
and price
Offer a wide variety of
travel-related services
Use testimonials,
properly stereotype
seniors in ads
Emphasize ease-of-
doing business by
phone/mail
Special prices to groups, senior
discounts
Financial services Healthy
indulgers
convenience,
personal
relationship
Moderate- low-risk
investments, overdraft
protection
Train personnel/staff,
emphasize
convenience in ads
Telemarketing,
private banking
Free financial services for keeping
large balances
Frail recluses Position
investments as
vehicles for
financial
independence
IRA/Keogh, reverse
mortgage plans,
overdraft protection
Train sales
representatives to
spend time
explaining services
Personnel in
branches available to
assist without filling
out forms
Senior discounts
(Continued)

112

Table 2: Continued
Marketing Programs and Strategies
Products/services/
institutions
Viable
segments
Positioning
theme(s)
Products/
services
Promotion Distribution Pricing
Health-care products Frail recluses Emphasize
convenience
Home-health-care,
exercise equipment, self-
diagnostics
Direct mail, group
membership
programs, avoid
stereotyping in ads
Outpatient health clinics,
locational convenience
Make available several
payment systems
Housing Healthy
indulgers
Locational
convenience,
security
Apartment, town-houses
and condos, home-care
services
Emphasize proximity
to retail facilities and
services
Develop projects near
shopping centers
Price home-care services a la
carte basis
High-tech products Healthy
indulgers
Emphasis on
"convenience"
Home-security systems,
phone answering
machines, discount
"package" long distance
plans
Promote new
products through
organized groups,
emphasize
convenience in
buying direct,
promote/explain
products in group
settings
Direct marketing Low price sensitivity
Insurance Ailing outgoers Emphasize
convenience
Long-term care
insurance, medigap,
wide assortment of
investment products,
liberal
cancellation/refund
policies
Train sales force at
cross-selling sponsor
events, provide
assistance with filling
out forms
Develop partnerships
with nontraditional
service providers,
efficient telemarketing
Offer variety of payment
systems/plans, membership
discounts

Note: Moschis, 1996. Cited in “Targeting the mature market: opportunities and challenges,” by George Moschis, Euehun Lee and Anil Mathur, 1997, The
Journal of Consumer Marketing, 14, p. 289

Abstract (if available)

Abstract In recent years, Traditionalists -- seniors ages 65-84 -- have received increased attention by the media and marketers due to their tremendous numbers, wealth, and discretionary time and income. Yet, the research conducted in this study reveals that despite this increased attention, communicators are still not effectively reaching this audience because of lingering stereotypes and inadequate data. This finding has significant implications for communicators seeking to effectively reach Traditionalists with appropriate messaging and highlights the need and importance of this study.

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Asset Metadata

Creator Norris, Jennifer Marla (author)

Core Title Reaching the Traditionalists: a study identifying 65-85 year olds and how to effectively communicate with them

School Annenberg School for Communication

Degree Master of Arts

Degree Program Strategic Public Relations

Publication Date 04/22/2008

Defense Date 05/01/2008

Publisher University of Southern California (original), University of Southern California. Libraries (digital)

Tag Communication,OAI-PMH Harvest,seniors,traditionalists

Language English

Advisor Floto, Jennifer D. (committee chair), Cray, Edward (committee member), Henke, Maria (committee member)

Creator Email jen_norris0217@yahoo.com

Permanent Link (DOI) https://doi.org/10.25549/usctheses-m1181

Unique identifier UC1275125

Identifier etd-Norris-20080422 (filename),usctheses-m40 (legacy collection record id),usctheses-c127-62035 (legacy record id),usctheses-m1181 (legacy record id)

Legacy Identifier etd-Norris-20080422.pdf

Dmrecord 62035

Document Type Thesis

Rights Norris, Jennifer Marla

Type texts

Source University of Southern California (contributing entity), University of Southern California Dissertations and Theses (collection)

Repository Name Libraries, University of Southern California

Repository Location Los Angeles, California

Repository Email cisadmin@lib.usc.edu