How the older generation engage with brands

“It’s official, Facebook is for old(er) people” – Mark Sweeney, The Guardian.

This statement has been coined from a 2018 report by eMarketer, that fewer young people are using the platform and the biggest growth area is those in the 65+ age bracket.

This may not come as a surprise as Facebook, one of the original social networks, is celebrating its 15th birthday this year and considering the rapid growth of youth-focused social media platforms (think Instagram, Snapchat, TikTok, etc.) Facebook is comparatively in its mature years.

Social networks like Facebook have the perfect use case for older adults, in that they can stay connected with their family and friends when they otherwise wouldn’t have done. Brands whose target audience is those living in later life and are directing marketing efforts away from traditional methods, and leveraging Facebook as a more cost-effective platform to drive campaign success.

This is all well and good on the surface, but how can brands sustain commercially beneficial engagement with the older generation, aside from through social media platforms? Do they even need to? Is social media interaction enough?

How generations prefer to communicate

According to a recent research study by Raconteur, the top three methods of communication with brands, defined by generation, are as follows:

• Baby Boomers (1946-1964): 40% of communication is in person, 35% by email, and 13% by phone

• Generation X: (1961-1981) 34% of communication is in person, 34% by email, and 13% by phone

• Millennials: (1981-1999) 33% of communication is by email, 31% is in person, and 12% by chat

• Generation Z: (1995-2005) 31% of communication is by chat, 26% is in person, and 16% by emails

Arguably, the two most interesting findings are the distinct unwillingness to communicate via phone across all generations and, secondly, the standout finding of in-person communication for the older generation.

In-person communication is an increasingly difficult engagement strategy considering that almost 2,500 shops lost from the top 500 UK high streets in 2018 marred with business rates increasing across the UK for the second year in a row. But this doesn’t have to be the way considering that Nationwide Building Society has pledged to keep branches open for at least two years. NBS has consulted one of their key demographics and made the commercial, and moral, decision to continue servicing them for the foreseeable future. Considering the majority of high street banks have been forced to close branches, this strategy will ensure continued engagement with the organisation for the older generation.

The older generation buying behaviours

Historically, the older generation has been influential in keeping high street shops trading with their weekday trips and daily outings. Without them, the writing on the high street wall would be quicker and bolder, for sure.

Considering the findings from the above report, the proportion of older people buying goods using online websites, from the comfort of their own homes, has trebled in the past decade from 16% to 48%; that’s according to the Office for National Statistics.

The older generation and digital public services

As more and more public services from the government move into the digital space, and with a focus on inclusion for all, ensuring that the older generation can use these services without being excluded is of paramount importance to organisations like Age UK.

Moving public services online without adequate support, or an alternative is making it harder for those who do not use the internet to access services. It could deter people from seeking the support they need and can increase dependency on other social services.

Some groups are at particular risk: 30% of aged 65-74 and two-thirds of people aged 75 and over are not online. There’s also a link to social disadvantage too; for example, while only 15% of people aged 65-74 in socio-economic group AB do not use the internet, this rises to 45% in group DE. In order to ensure that those who do not use the internet are not disadvantaged by the constant change of digital in the public and private sectors, we need three complementary approaches.

Three key approaches to older generation digital inclusion

1. Greater support to increase digital inclusion. Local support groups or volunteering services can help take those ‘not digitally savvy’, learn how to use devices and access online services. Workshops are great for this especially when run by council officials who provide public services. For example, Barclays have been running ‘Digital Eagles’ since 2013, which has been designed to help people gain confidence in technology.

2. User-friendly technology and design. Making sure that all digital services meet the requirements of Google Lighthouse for accessibility is key to inclusivity. Not only that, but having helpful, easy to follow guides or tooltips assist the new user in familiarising themselves with the site.

3. Alternative access for people who aren’t online. Understandably, being online just isn’t viable for everyone. By having alternative access to these services, either in-person or a nominated individual can use the digital service on behalf of someone, ensures total inclusivity for all.

How to ensure your brand doesn’t alienate baby boomers

The older generation is known for their buying power in the economy and that doesn’t look like it’s slowing down either on the high street and now online considering recent growth.

First and foremost, your brand needs to communicate with this particular demographic and ask them how best to position your services to best suit their needs. Without this, then any commercial or marketing decision you make has too high a risk at stake.

The key principles of inclusivity when it comes to the older generation is key, review these related to your offering and then see if there are improvements that can be made. Utilise Facebook as your paid marketing strategy and look into the traditional methods that are still advantageous for the right brands.

The proportion of older people shopping online had trebled in the past decade, the key principles of inclusivity when it comes to the older generation is key, review these related to your offering and then see if there are improvements that can be made.