Beyond Stereotypes: Using Socioemotional Selectivity Theory to Improve Messaging to Older Adults

The tremendous heterogeneity in functional and demographic characteristics of the over-65 age group presents challenges to effective marketing and public health communications. Messages grounded on tacit assumptions that older people are frail, incompetent, and needy risk being overlooked by most of the older population; on the other hand, ignoring age-associated vulnerabilities is problematic. We argue that while traditional approaches to market segmentation based on chronological age often fail, reliable age differences in motivation can inform the types of information that older people typically prefer, attend to, and remember. Socioemotional selectivity theory maintains that as future time horizons grow limited - as they typically do with age - emotional goals are prioritized over goals that focus on exploration. As time left becomes more limited, positive messages are remembered better than negative, and products that help people savor the moment are preferred over those that benefit the long-term future. Relatedly, acknowledging individual strengths and personal resilience are likely to be especially appealing to older people.