Forever young. Are your messages falling on deaf ears?

Bob Dylan told us what consumers want, right back in 1973, when he wrote: “Forever young. I want to be forever young.”

Marketers interpreted that sentiment as “I want to LOOK young, for as long as I can”. But what consumers really meant, then and now, is “I want to FEEL young, whatever my chronological age”.  Marketers, bless them, have finally caught up. And they’ve given this 'new' approach a new label: 'well-ageing'.

Instead of treating ageing as a condition to be feared or a problem to hide, well-ageing accepts it as a natural journey to support and celebrate.

And the switch has come just in time. We’re all getting older, and more and more of us are becoming prospects for this new approach. By 2050, 26% of people worldwide will be over 60 - twice as many as today. New Zealand shows a similar pattern, with its older population expected to grow from 850,000 (17% of the population) now to 1.5 million (24%) in the next 30 years.

Today's older population has more money to spend and wants very different things compared to previous generations. They are more active, more involved and expect more from products and services that match their values and goals.

Older consumers now have significant buying power and want products and services that reflect what matters to them. This becomes even more complex when we think about our multicultural society. Māori and Pacific Islander views on ageing bring important cultural perspectives that marketers need to understand and respect. The idea of 'ageing well' can mean different things across these communities, which often value community, respect, and connections between generations.

For New Zealand marketers, these changes in population, consumer expectations, and cultural considerations create both challenges and opportunities.

Yes, that again. Challenge AND opportunity. We do indeed seem to live in forever 'interesting times.'

‍

Why things are changing now

The shift from anti-ageing to well-ageing marketing isn't happening by itself.  It's being driven by several factors working together - changes in population, psychology and society - that are completely changing how we view and value the ageing process.

‍Population changes

Today's older population is generally healthier, more active and more involved in society than those before them. The old idea of retirement as a time of slowing down is being replaced by a time of new beginnings and opportunities. This isn't just about living longer; it's about living better.

Not only that, but people living longer has created entirely new groups of consumers that didn't exist before. The traditional 'senior market' has split into multiple distinct groups, each with their own needs, preferences, and buying habits. We now see what some experts call the "young-old" (65-75), "middle-old" (75-85) and "old-old" (85+) groups, each needing different marketing approaches and product solutions.

‍

Psychology factors

How people think about ageing has become a crucial part of this change, it’s not just a catchy song lyric.

Research shows that having positive attitudes about ageing leads to better health, longer life and higher quality of life. This isn't just about feeling good - it leads to real improvements in physical and mental health. Older adults are increasingly focusing on their mental strength, looking for ways to practice mindfulness, grow personally and connect with others.

Being able to bounce back from challenges is particularly important. The ability to adapt to change, recover from setbacks and stay positive when facing difficulties has been shown to be a real key to ageing well. This understanding changes how we market to ageing consumers - they're not looking for products that promise to eliminate problems, but rather for solutions that help them stay resilient and adapt naturally.

Life satisfaction is another important psychological factor that's now recognised as both helping people age well and being an outcome of ageing well. This has led to more focus on products and services that improve overall life quality rather than just dealing with specific age-related concerns.

‍

Social connection

The social parts of ageing have turned out to be perhaps the most overlooked yet crucial element of well-ageing. Research consistently shows that social connections, meaningful relationships and being part of a community play vital roles in healthy ageing. This understanding challenges marketers to think beyond products for individuals and consider how their offerings might help people connect socially and get involved in their communities. This is especially important in New Zealand, where cultural traditions often emphasise the importance of whānau and community participation.

Being active in social networks and community activities isn't just about entertainment or passing time - it's now understood as a basic part of brain health and emotional well-being. This has big implications for developing and marketing products, suggesting the need for solutions that help make human connections rather than replace them.

The importance of meaningful relationships goes beyond family and friends to include wider community involvement. Purposeful activities, volunteer work and continued learning have all been shown to contribute significantly to well-being in later life. This understanding challenges marketers to consider how their products and services might support and enhance these vital social connections rather than just addressing individual needs by themselves.

Success as defined in a 'well-ageing' context requires understanding and addressing not just the physical parts of ageing, but the complex mix of factors that contribute to a fulfilling life as we age.

And we can’t just pay lip-service to the idea and then do business as usual. Well-ageing needs to be built into every aspect of a company’s operations, including product development, marketing strategy and customer engagement.

‍

Baby Boomers: The people making change happen

The Baby Boomer generation has changed every life stage they've gone through, and ageing is no different. Born between 1946 and 1964, Baby Boomers grew up during a time of huge social and cultural change, coming of age during the civil rights movement, waves of feminism and social rebellions of the 1960s and 70s. When Dylan sang “I want to be forever young”, he was echoing views that Boomers hold dear.

The Boomer revolution

This is the generation that questioned authority, fought for civil rights and changed social rules. Now, they're bringing that same revolutionary spirit to ageing. Having witnessed and led massive social changes in their youth, Boomers aren't content to just retire and withdraw from society. Instead, they want:

• Active and lively lifestyles well into retirement
• Continued personal growth and new experiences
• Chances to travel and have adventures
• Involvement in meaningful work or volunteer activities.

‍

‍Rejecting old ideas about ageing

Baby Boomers are refusing to accept stereotypical pictures of seniors as weak, dependent or disconnected. They are redefining what it means to be 'old' by:

• Embracing fitness and wellness practices
• Taking up new hobbies and learning opportunities
• Maintaining active social lives and relationships
• Using technology to stay connected and informed
• Constantly questioning medical and social assumptions about ageing.

‍

Wanting independence and personal choice

This generation is all about independence and making their own decisions. They expect:

• Control over their health and wellness decisions
• Flexible living arrangements that can change with their needs
• Products and services that help them stay independent
• Respect for their individuality and life experiences.

‍

Looking forward: future generations

Later generations are not going to age peacefully, either:

Generation X (1965-1980)

The so-called 'latchkey kid' generation will inevitably bring along their typical independence and self-reliance as they age. Their comfort with technology, combined with their practical nature, suggests they'll want:

• Tech-based solutions for ageing in their own homes
• Independent ways to manage health
• Practical, straightforward wellness solutions
• Strong focus on work-life balance in later years.

‍

Millennials(1981-1996)

Having grown up in an era focused on wellness, Millennials are already carving out their own ageless futures:

• Strong preference for whole-person health solutions
• Focus on mental wellness alongside physical health
• Integration of technology in health tracking
• Desire for personalised, data-driven health solutions.

‍

Generation Z (1997-2012)

Gen Z digital natives are likely to expect:

• Technology enablement throughout their lives
• Strong focus on mental health and emotional well-being
• Preference for sustainable and ethical solutions
• Desire for community-connected ageing solutions.

‍

Generation Alpha (2013-2028)

This generation will experience aging in a highly technological world, with:

• Full expectation of AI-driven personalised health solutions
• Expectation of immersive digital experiences
• Likely emphasis on sustainable and ethical ageing solutions
• Probable focus on group well-being alongside individual health.

‍

These generational differences present both challenges and opportunities for marketers. Success will require understanding not just how each generation approaches ageing, but how their unique historical experiences and cultural touchstones influence their expectations and needs.

‍

The shift to well-ageing: a new marketing approach

Ageing well: a new marketing focus

The change from anti-ageing to well-ageing means more than just using different words - it requires a complete change in how we think about and market products and services for older consumers. This new focus includes three important parts: changing messages, understanding personal views and fitting into people's lifestyles.

‍

From problem-solution to empowerment

The old anti-ageing approach focused on problems and treated ageing as an enemy to be defeated, suggesting that growing older was something to fear and fight against. While these messages used to work, they now risk pushing away audiences by suggesting that ageing is something to resist or hide. Instead, well-ageing messages embrace the journey, focusing on self-confidence, energy and individuality, and supporting and reinforcing consumer attitudes.

This change is more than just using different words. It completely changes the relationship between consumers and products, focusing on function, independence and quality of life.

‍

The importance of personal views

Ageing is a very personal experience, shaped by individual values, cultural background and life circumstances. Many people don't define their ageing journey just by how they look or their actual age. Research consistently shows that personal views of ageing - how people feel about and experience their own ageing process often matter more than their actual age or physical changes.

This understanding has important implications for marketing:

• Recognition that 'ageing well' means different things to different people
• Acknowledgment that cultural and personal values shape ageing experiences
• Understanding that satisfaction with ageing isn't just about looks
•  Appreciation that individual definitions of success vary widely.

These personal views must inform how we develop and market products, moving away from one-size-fits-all solutions toward more personalised approaches that respect individual experiences and definitions of ageing well.

‍

Lifestyle factors

Today's consumers are increasingly paying attention to lifestyle choices that promote well-being. From physical activity and nutrition to lifelong learning and mindfulness, these factors are a key part of ageing well.

Brands that include these themes in their messages can show they understand their audience's priorities, shifting marketing focus from single products to complete lifestyle solutions including:

Physical activity

• Support for maintaining movement and strength
• Products that help people keep doing their favourite activities
• Solutions that adapt to changing physical abilities.

‍Nutrition and wellness

• Focus on overall health improvement
• Support for maintaining energy
• Products that complement healthy lifestyle choices.

‍Mental stimulation

• Focus on brain health
• Support for continuing to learn
• Products that encourage mental engagement.

Social connection

• Solutions that help people stay involved in their community
• Products that support social interaction
• Services that maintain independence while fostering connection.

‍

This complete approach recognises that successful ageing isn't achieved through products alone but through their integration into a broader lifestyle that supports overall well-being and vitality.

‍

Brands that have already implemented well-ageing

Several forward-thinking brands have already moved from outdated anti-ageing messages to inclusive and empowering well-ageing strategies. These companies provide valuable examples for marketers looking to make this change, offering insights into effective ways to connect with ageing audiences.

Shiseido's PRIOR brand

Japanese cosmetics company Shiseido launched the PRIOR brand specifically for mature women. The brand focuses on well-ageing by:

• Product design: Including features like larger fonts, simple instructions, and packaging designed for older consumers.
• ‍Messaging: Changing the message from anti-ageing to enhancing natural beauty and promoting skin health. This thoughtful approach shows the value of recognising and addressing the unique needs of ageing consumers, creating products that connect with their values and priorities.

‍

Dove's Pro-Age campaign

Dove has long been a leader in promoting positive messages about beauty, and its Pro-Age campaign shows this approach well. Key parts of the campaign include:

• Real representation: Using diverse models, including older women, in its advertising to challenge beauty stereotypes.
• Empowering language: Celebrating the beauty and confidence that come with age, rather than framing ageing as something to fight. Dove's commitment to these principles has built loyalty and trust, positioning the brand as a champion of including everyone.

‍

Tena's "ageless" campaign

Tena, a brand specialising in incontinence products, launched its "ageless" campaign to change perceptions of ageing and address sensitive topics with respect. The campaign highlights:

• Empowering images: Showing older women discussing body confidence and intimacy.  
• Normalising conversations: Addressing stigma around ageing-related issues in a respectful and empowering way. This approach not only connects with older consumers but also positions the brand as supporting their dignity and well-being.

‍

JD Williams age-inclusive advertising

Fashion and lifestyle retailer JD Williams launched a campaign with the tagline "Admit it, this age thing suits you," which embraces the joys of ageing. The campaign features:

• Diverse representation: Including models of various ages, body types, and ethnicities.
• Celebrating individuality: Encouraging women to express their personal style, regardless of their age. This initiative shows the importance of creating campaigns that reflect the reality of consumers' lives, fostering authenticity and relatability.

‍

Perennial's plant-based nutrition beverages

Challenging traditional senior nutrition products like Ensure and Boost, Perennial introduced plant-based beverages targeting health-conscious older adults. Their approach focuses on:

• Positive messaging: Highlighting long life, active lifestyles, and good taste rather than emphasising age-related health concerns.
• ‍Modern appeal: Using sleek branding and marketing to attract older consumers who value innovation and quality. This example shows how even established product categories can be reinvented with a well-ageing perspective.

‍

‍St John Medical Alarms

The "Better Than Fine" campaign, developed for Hato Hone St John's Telecare division by Good Gravy, shows the well-ageing approach in action. Here's how this campaign aligns with well-ageing principles:

• Empowering messages: The campaign moves away from the traditional problem-solution approach and instead focuses on empowering stories. By using the phrase "Better Than Fine," the campaign celebrates the idea that life can be more than just okay as one ages. This messaging connects with older adults who are seeking to live fulfilling and meaningful lives.
• ‍Positive ageing stories: The campaign features stories from an older adult who is living an active, engaged and purposeful life. This approach challenges stereotypes about aging by showing someone who is thriving in his later years. By highlighting such positive stories, the campaign promotes a positive view of ageing, emphasising vitality and engagement rather than decline.
• Focus on well-being and quality of life: The "Better Than Fine" campaign emphasises overall well-being and quality of life, rather than just addressing specific age-related concerns. It encourages older adults to focus on what makes their lives richer and more fulfilling, whether through social connections, personal growth, or continued engagement in activities they love.
• Lifestyle integration: By focusing on the broader aspects of life that contribute to well-being, the campaign integrates lifestyle factors such as social engagement, personal growth, and overall health. This complete approach aligns with well-ageing, recognising that successful ageing is not just about physical health but also about mental, social, and emotional well-being.

‍

What Kiwi marketers can do

For New Zealand marketers, embracing the well-ageing approach offers a powerful opportunity to connect with a growing and influential group. By learning from successful global examples and adapting approaches to fit our local market, brands can build lasting relationships with consumers who value authenticity, inclusion, and empowerment.

Here are some practical steps to implement a well-ageing approach effectively:

‍1. Do local market research

• Understand consumer needs: Use research to identify what New Zealand's ageing population needs, prefers, and hopes for.
• Explore cultural views: Look into how Māori and Pacific Islander views on ageing can help create inclusive and respectful campaigns.
• Analyse different groups: Break down the ageing population into meaningful groups (like active retirees, tech-savvy seniors) to create marketing strategies that work more effectively.

‍

2. Try test programs

• Test different messages: Choose specific products or services to test first, then try small campaigns using well-ageing messages to see how consumers respond.
• Try different channels: Find out which mix of traditional and digital channels works best for connecting with older adults in New Zealand.
• Measure results: Track how well things are working (like engagement rates, customer feedback and sales) to improve strategies.

‍

‍3. Create mixed-age focus groups

• Include different voices: Involve older adults, younger generations and mixed-age groups in discussions about product development and marketing.
• Learn new things: Use these groups to explore how different ages view aging and what they value in brands that address this topic.
• Create solutions together: Work with group members to design products, services and campaigns that connect broadly.

‍

4. Partner with local organisations

• Work with support groups: Team up with organisations that support older adults, like health and wellness groups, to build trust.
• Connect with community leaders: Work with  Māori and Pacific Islander elders to ensure campaigns respect cultural values.
• Support events: Help with local events that promote active lifestyles, continued learning or connections between generations.

‍

5. Set up ways to measure success

• Set clear goals: Create measurable objectives for well-ageing campaigns, like increasing brand awareness among older consumers or keeping more customers.
• Track what people think: Use surveys and feedback analysis to monitor how your messages are received and if they match consumer values.
• Keep improving: Regularly check how campaigns are doing and adjust strategies based on what works and what doesn't.

‍

6. Train your staff

• Educate teams: Provide training on positive ageing principles, including the importance of inclusion, empowerment and respect.
• Encourage new ideas: Create a workplace where teams feel confident to challenge stereotypes and try fresh approaches.
• Improve digital skills: Give staff the skills to use digital tools effectively, making sure all online interactions are accessible and engaging for older consumers.

‍

Start now

The change from anti-ageing to well-ageing isn't just a trend; it shows the way that consumer values and population patterns are evolving. For New Zealand marketers, this is a chance to connect with an ageing population in ways that are authentic, inclusive and empowering.

Ageing consumers are rejecting old stereotypes and wanting messages that celebrate their energy, resilience and individuality. They are a diverse and influential group with significant spending power, and their expectations are reshaping how products, services and campaigns are designed.

To succeed in this area, marketers must go beyond surface-level changes and fully embrace well-ageing principles. This includes focusing on:

• Honest and clear communication that builds trust
• Representation that shows the full range of ageing experiences
• Tailored solutions that adapt to changing needs and goals
• Empowering messages that celebrate the ageing journey.

‍

This is not only a challenge but a long-term opportunity for brands to build meaningful connections and loyalty among consumers of all ages. By adopting a well-ageing approach, marketers can create strategies that connect with today's audiences while preparing for how future generations will view and experience the ageing process.

If you're ready to embrace well-ageing and want to find out more about what it means for your organisation, contact us and let's talk.