With the aging of the Brazilian population and the increase in life expectancy to around 75 years, according to IBGE data, the 60+ audience has become an increasingly significant and influential segment in the consumer market.This group not only has considerable purchasing power, as pointed out by Fundação Getúlio Vargas (FGV), but is also more connected and integrated into consumption environments than ever before. Therefore, it is essential for retail to develop specific sales strategies to meet the needs and preferences of this audience.
According to marketing and business strategy expert Frederico Burlamaqui, investing in sales strategies for the 60+ audience is not just a business opportunity but a necessity to ensure competitiveness in the current market. "Thinking about strategies for the 60+ audience is currently essential, including improvements in customer service, development of products and services, and the creation of campaigns that directly address the interests and values of this group. Additionally, understanding and respecting the diversity within the elderly audience, avoiding stereotypes, can lead to a more satisfying consumer experience and a stronger, longer-lasting relationship with these customers. In this way, retail can not only increase its sales but also contribute to the inclusion and appreciation of mature consumers," she says.
Frederico states that the 60+ audience 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's experience, promoting greater satisfaction and loyalty. Additionally, 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 demonstrate respect and consideration for elderly customers, ensuring their needs are met effectively and inclusively.
Digital channels
According to a study conducted by Hype60+, which mapped the habits of this audience, consumers over 60 years old are primarily digital and use their cell phones more than computers. Social media are also widely used, with WhatsApp ranking first on the list, followed by Facebook, Instagram, and YouTube. The research also indicates that the most searched niches by mature users 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 the younger generations. By developing a robust and accessible digital presence, companies can effectively meet the needs of this growing audience with great consumption potential," states the expert.
Frederico explains that creating digital channels tailored for the 60+ audience involves everything from simplifying website navigation, with larger fonts and intuitive interfaces, to offering personalized online support. Furthermore, 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 the elderly 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 take advantage of 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 heart, generating identification and engagement.
2 – Offer exclusive promotions and discounts: provide special promotions and exclusive discounts for the 60+ audience and for those who want to gift their grandparents. Personalized gift kits, 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 the elderly, such as technology classes, craft workshops, health and wellness lectures, among others. These events not only attract the 60+ audience but also create an opportunity for interaction and loyalty.
4 – Customized 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 gift customization, 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 letters, adequate contrast, and clear language. Train your team to provide compassionate and patient-centered service.
6 – Have strategic partnerships: collaborate 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 for 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 environments. Offer specialized support and personalized service to help seniors find what they need and make the most of their shopping.
