Transforming Boomer Engagement in Marketing
Background
HomeEquity Bank, a trailblazing reverse mortgage provider, recognized an untapped potential within the Boomer demographic (aged 55 and older). The prevailing media portrayal of this audience as frail and disheartened failed to resonate. HomeEquity Bank aimed to seize a leadership position in the industry by revolutionizing their marketing strategy for this vibrant segment. Moreover, the economic promise of Boomers was evident, with unprecedented household wealth and substantial discretionary spending power.
Approach
In collaboration with the brand's creative agency, a pioneering approach was devised. A selection of 100 videos was meticulously sourced, each tagged with essential metadata such as theme, tone, characters, and featured brands. To unearth the unconscious reactions, EEG technology was harnessed to screen these videos among a diverse group of 300+ Canadians. Half of the participants were aged 55 or older, enabling an insightful comparison of responses between age groups.
Results
The study yielded invaluable insights into engaging Boomers effectively, setting the stage for significant marketing shifts. Four prominent trends emerged, providing essential guidance to marketers aiming to harness the Boomer market:
Challenging Age Bias: The study unearthed the unconscious age bias ingrained in media portrayals. This discovery emphasized the need for authentic representation, combating stereotypes and showcasing the vitality of Boomers.
Emotionally Resonant Messaging: The study underscored the power of emotionally resonant messaging. Boomers responded more positively to messages that triggered positive emotions, illustrating the potential of fostering genuine connections.
Personal Empowerment: The research revealed that messaging that conveyed personal empowerment resonated profoundly with Boomers. Empowering narratives fostered a stronger connection and engagement.
Aspirational Narratives: Boomers exhibited a distinct affinity for aspirational narratives that painted a vibrant picture of their future possibilities. Crafting messages that painted a hopeful and optimistic future proved to be a powerful strategy.
With these findings in hand, HomeEquity Bank is poised to reshape their marketing landscape, leading the industry in connecting genuinely with the Boomer demographic.
Conclusion
The HomeEquity Bank case study is a testament to the transformative potential of tailored messaging and the importance of challenging preconceived biases. By tapping into unconscious responses, brands can navigate uncharted marketing territories and forge authentic connections that resonate across generations. The study's legacy extends beyond HomeEquity Bank, inviting marketers to embrace a future where messaging is inclusive, empowering, and aligned with the true spirit of their target audience.
Read the full report Addressing the Age Bias in Media.
