the new old

​In the 20 years that I’ve worked in Brand Building, very rarely have I come across a brief where the audience is above 60 years of age. Its as though, to the marketers, people stop having any value once they cross a certain age. Yet, these misunderstood & misrepresented 60+ers, who are more than half of the population across many continents are far from being done. With more disposable income and more time at their hands, this is a generation that is a High Value Segment for many categories & brand.  Some key sentiments from chats with the people in this golden age across APAC.

This is my time. Finally.  
"The older you get, the more daring you become. Nothing to lose and no need to feel any embarrassment” China
“I don’t have to please anyone. I wear what I want and spend days doing exactly what I want to do” Singapore
“I am finally able to take the music lessons I've always wanted to”. India

The 60+ers today intend to make the most of this phase of their life. The ones we spoke to, felt that with age comes the confidence, the maturity and the ability to express themselves the way they'd like to. They felt comfortable in their own skin & were more ready to try new forms of self-expression - to go on that holiday they've always wanted to, to take the lessons they've always yearned to take, to live the everyday the way they've always wanted to.

With shifting priorities, adults 60+ are finding the mental and emotional space to live for themselves & are constantly trialling new forms of self-expression.

“We go to the theatre. Art class once a week, swimming and volunteering. We can do everything we want to when we want to do it. It is freedom, what shall we do today?” 

The Rise of the GrandParenting
While the 60 + generation is more laid back than their younger generation, they also feel the pressure to leave their mark – and so to do something of significance – before settling down to the physical restrictions of old age. 
“I worry about my health because they [son and daughter] have their life, have their work, have their son to take care of. They are very busy, so I don’t want to bring them any trouble.” China
“We are very important to our family.  We are advisors to them, what to do and what not to do.  They learn from us.” Malaysia
“I am teaching my granddaughter all traditional stories and songs, and our family rituals and culture” India
 
For many 60+ generation, Grandparenthood brings in additional responsibilities, with many taking on the role of active parenting, especially in countries like China, India, and Singapore where many grandparents are raising grandchildren because the parents are having to work away from home in urban areas.

Commanding meaning from technology
A life without imposed schedules also meant a life with ample possibilities to stay better connected with one’s passions, with one’s friends and family, more time to research on healthier, safer, better lifestyle options – from holidays to healthcare to entertainment. It also meant spending time digitally – to both enable, express, fuel & fulfill all of these interests & needs. 
“I can’t live without my phone.  I am connected with all my friends and we often plan for little excursions together. Once, we also travelled overseas together as a group” China
“Many of us suffer from osteoporosis and some of us have also had fractures. So we stay connected with each other so we can go for walks together or go for dinner together. Since our health conditions are similar we are more comfortable with each other” Singapore
“My daughter organized the religious naming ceremony of her daughter and participated in the whole ceremony via Skype.We video connect for all religious prayers” India
 
Overall, the biggest truth that these Senior Citizens were living by is that you could be old at 18, or young at 90.  It is a choice for all & certainly a reality for many.
 
This understanding helped AXIS BANK in India rethink their creative & marketing efforts in launching a product specifically designed for Senior Citizens and was the foundation for the “Great to be 60”campaign. It served as the call to action to awaken an Affinity for Ageing & helped the AXIS BANK dismiss the stereotypes of ageing, reflecting the true reality of the Senior Citizens and embracing new images of the old.