With the aging of the Brazilian population and the increase in life expectancy to around 75 years, according to IBGE data, the 60+ demographic has become an increasingly significant and influential segment of the consumer market. This group not only possesses considerable purchasing power, as pointed out by the Getúlio Vargas Foundation (FGV), but is also more connected and integrated into consumer environments than ever before. Therefore, it is essential that retailers develop specific sales strategies to meet the needs and preferences of this demographic.
According to marketing and business strategy expert Frederico Burlamaqui, investing in sales strategies for the 60+ demographic is not just a business opportunity, but a necessity to ensure competitiveness in today's market. “Thinking about strategies for the 60+ demographic is fundamental nowadays; this includes improvements in customer service, product and service development, and the creation of campaigns that directly address the interests and values of this group. Furthermore, understanding and respecting the diversity within the older demographic, avoiding stereotypes, can result in a more satisfying consumer experience and a stronger, more lasting relationship with these customers. In this way, retailers can not only increase their sales but also contribute to the inclusion and appreciation of mature consumers,” he says.
Frederico states that the 60+ demographic values personalized and humanized service, making it essential to invest in training for the customer service team and create exclusive channels for this audience. “This type of approach can make all the difference in the elderly consumer experience, promoting greater satisfaction and loyalty. Furthermore, products and services should be developed with a focus on accessibility. From websites with larger fonts and intuitive design to adapted physical stores, these details show respect and consideration for the elderly customer, ensuring that their needs are met effectively and inclusively.”
Digital channels
According to a study developed by Hype60+, which mapped the habits of this audience, consumers over 60 are digital-first and use their cell phones more than their computers. Social media is also widely used, with WhatsApp topping the list, followed by Facebook, Instagram, and YouTube. The research also indicates that the niches most searched by older adults on Google are services related to food, beauty, and fashion. “Investing in digital channels to reach the 60+ audience is of fundamental importance in the current scenario, where technology is becoming increasingly present in people's daily lives. With a significant portion of seniors connected, it becomes evident that this group is integrated into digital consumption environments, just like younger generations. By developing a robust and accessible digital presence, companies can effectively meet the needs of this growing audience with great consumption potential,” says the expert.
Frederico explains that creating digital channels adapted for the 60+ audience involves everything from simplifying website navigation with larger fonts and intuitive interfaces to offering personalized online support. “In addition, targeted digital marketing campaigns and relevant content can increase engagement and trust among mature consumers. Promoting digital inclusion through tutorials and workshops is also a valuable strategy, empowering seniors to use online tools safely and easily. Investing in digital channels not only expands companies' reach but also strengthens relationships with an audience that increasingly values convenience and connectivity.”
How to leverage Grandparents' Day to reach the 60+ audience.
1 – Focus on emotional marketing campaigns: create advertising campaigns that celebrate and honor grandparents, highlighting their stories and their importance in families. Use videos, social media posts, and ads that touch the audience's hearts, generating identification and engagement.
2 – Offer exclusive promotions and discounts: Provide special promotions and exclusive discounts for the 60+ age group and for those who want to give gifts to their grandparents. Personalized gift sets, products with significant discounts, and special offers can attract more customers.
3 – Offer events and workshops: organize events and workshops that are of interest to seniors, such as technology classes, craft workshops, lectures on health and well-being, among others. These events not only attract the 60+ audience, but also create an opportunity for interaction and loyalty.
4 – Personalized products: Develop products that specifically meet the needs and preferences of the elderly. Comfort items, adapted technologies, health and wellness products are excellent options. Also offer the possibility of personalizing gifts, making them even more special.
5 – Accessible communication: ensure that all communications, whether in physical stores or online, are accessible to the 60+ audience. Use larger fonts, adequate contrast, and clear language. Train your staff to offer humane and patient service.
6 – Establish strategic partnerships: Partner with digital influencers and celebrities who are popular among the elderly audience. These partnerships can help promote your products and services more effectively and authentically.
7 – Create relevant content: produce and share content that is useful and interesting to the 60+ audience. Health tips, wellness advice, leisure activities, and inspiring stories are examples of content that can attract and engage this group.
8 – Offer pleasant shopping experiences: create a pleasant and comfortable shopping experience both in physical stores and online. Offer specialized support and personalized service to help seniors find what they need and make the most of their shopping experience.
