Older people on the web
30th Jun 2010
"News out from Nielsen yesterday that older people are the fastest growing group of internet users is no surprise to us. Many of our clients working in the care or older people's services arena picked up on this a long time ago. We have helped them to devise corporate communications programmes that target older people, who are their customers. Pre-programme research is essential here. Too often corporate communications, PR or marketing can backfire when targeted at older people. Often the messages are patronising or under ambitious. The new generation of older people, who are baby boomers, are much more inquisitive and demanding than previous generations of older people. So carefully crafted messages, targeted online, can be a winning approach."