Articles
The Journal on Active Aging brings articles of value to professionals dedicated to older-adult quality of life. Content sweeps across the active-aging landscape to focus on education and practice. Find articles of interest by searching the article archives in three ways: Enter a keyword in the articles search bar; click on search by topic; or type a keyword or phrase in the general search bar at the top of the page.
Topic- Market segments
Targeting physical activity to women 55-70 by Shelley Callaghan
Within the growing population of older adults, women ages 55-70 are part of a unique group that needs to be targeted. The investment made today will go a long way to ensuring these women are healthy over the long term, reducing the burden on the health system and increasing their quality of life as they age.
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Marketing successfully to age 40-plus women by Colin Milner
In September 2002, 43-year-old actress Jamie Lee Curtis chose to shake that very foundation on which Hollywood and much of marketing is built: “the illusion of perfection.” In a cover story for MORE, a magazine that celebrates women in midlife, she showed the real Jamie Lee to the world. Curtis (whose films include the 1985 movie Perfect) was photographed in a sports bra and briefs, without flattering lights and professional makeup, and with no retouching. The picture revealed what she called “not great thighs” and a “soft, fatty little tummy.”1 Placed beside this photo of the unadorned Curtis was a more familiar image of the movie star—beautified, styled and retouched. Perfection.
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Choosing your target market: the key to programming success
When older adults walk into your fitness/wellness facility, they make the choice to leave or stay depending on whether your facility and programs will meet their needs. But, as a facility owner or manager, you too must assess whether your environment and programming provide the right fit for an older client. Why? Mature participants are as diverse in their needs and abilities as the many health and wellness organizations that seek to attract older clients with their offerings. That’s why it’s imperative for you to target the specific segment of the older population you want to reach to achieve success with this market.
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Market segmentation: successfully targeting the mature population by Robert Snyder
Marketing to mature adults is a vital activity for any organization catering to the active-aging market. What complicates things is knowing how to appeal to this burgeoning demographic, and knowing when nontraditional marketing messages come into play.
Forget mass marketing
Organizations interested in appealing to the mature population typically mass market to it. But older adults are not all the same. To be effective, marketing should be tailored to each segment of the 62-plus demographic.
