Our Passion is to help YOU Connect and
Engage more effectively…
We do this by drawing on our wealth of insight that we have about this older audience. We then combine this insight with the knowledge and experience of our highly talented team, many of whom are older, mature individuals who really can relate to this audience. The result is that we can add real value to your future communication strategy and delivery.
By striving to understand their demographics and the ageing process – the physiological & cognitive aspects of ageing and its impact of attitudes and behaviour towards communication – we can better understand their channel preferences, and enhance communication delivery – including propositions, messaging, ToV, jargon free plain English and an overriding ‘treating customers fairly’ ethic. As well as the nuances of copy length, colour, fonts, type size, imagery, all vital components parts in communication success.
We’re constantly refreshing our insight about this audience by listening to their views, attitudes and behaviours, via one2one interviews, focus groups and many other research techniques, enabling us to refine how best to communicate with them. Plus, we supplement our experience and insight of this audience by our panel of carefully recruited broad ranging group of older consumers, who we use to inform us on how ageing affects them and who can be called upon on to help verify, review and sense check your communications.
Understanding their Challenges
Ageing behavioural traits
Reading and legibility issues
Hearing deterioration
Mobility and disability challenges
Financial and life stage triggers
Eyesight visual impairment
Arthritic challenges
Memory and cognitive issues
Physical wellbeing and care
Isolation and family structure
Interesting Facts about the over 65s…
The advertising and marketing industry is dominated by younger, highly skilled and talented individuals. In fact, the typical age of a marketer is 34. At Let’s Talk Ageing we think that creates a disconnect with understanding and communicating to the older audiences – a significant gap in the market that we want to address.
The over 50’s, numbering over 20,000,000 are one of the fastest-growing demographic groups in the UK. But when it comes to communicating with them, many of them feel ignored, discriminated against and misunderstood.
So, whether you’re Senior Management; Insight and Research; Strategic Planning, Account Teams or Creative and Digital designers – what we have to say can enhance what you deliver.
Listening & Learning…
“I suppose it’s the physical changes that make me feel older – the things younger people take for granted I just can’t do anymore. I have trouble reading the paper; I find it really difficult to write, especially form filling. My memory is dreadful and I am constantly forgetting where I have put things”
“I receive so many patronising pieces of literature through the post, most of which I can’t read as the print is too small, and as for the pictures they use, clearly whoever designs them, has no idea how older people see themselves. Don’t get me started on TV ads supposedly aimed at people like me – if only they could understand me better, life would be so much more pleasurable”.
Media Channel Preferences
LTA recent research demonstrates that the <65s audience have a strong preference for digital channels, whereas the 65+ audiences have an increasing preference for off-line communications including Direct Mail, Media & Door Drop inserts, with lower preference levels for digital channels.
