The Definitive “Top 1” List for Seniors
The Topics Insurance Agents Need to Incorporate When Marketing To Today’s Seniors
There are a lot of top 10 lists out there. In this article, however, we’re cutting right to the chase and highlighting just the #1 most common choice or result that affects the lifestyle of today’s mature adults. Why? At GS National Insurance, we focus on delivering excellent support to our independent insurance agencies and agents; and we focus on those who serve the senior healthcare marketplace. By helping you to better understand your targeted audience, we can provide you with information that will help your marketing to effectively resonate with those you’re trying to reach most. Whether you use this information as fodder for social media content or to build an entire marketing campaign, you can pack more value into your marketing messages when you identify and feature topics that are proven to strike a chord with today’s mature adults.
So, without further ado, here are just the #1’s for some of the most significant or interesting lifestyle, health and wellness, interests, hobbies, and aspects of daily life that most notably affect today’s senior Americans:
#1 Most Popular Exercise for Seniors
Walking: According to the Centers for Disease Control (CDC), walking is the most popular aerobic physical activity for all adults. More than 6 in 10 people walk for transportation or for fun, relaxation, exercise, or for activities such as walking the dog. The percentage of people who report walking at least once per day for a duration of 10 minutes or more rose from 56% (2005) to 62% (2010). In 2012, walking increased among adults 65 or older, but less than in other age groups.
What to do with this information: Insurance agents can use this information to provide senior clients with walking-related recommendations and tips. Offer reminders about keeping protected from traffic while walking near roads or intersections. Develop social media content that provides tips for how active adults can perform other exercises that boost balance. Offer reminders about the importance of being aware of surroundings, watching out for uneven surfaces, and the benefits of walking with a buddy or group. Consider creating a neighborhood-specific guide that outlines safe and convenient walking routes, bus stops, and shopping areas.
#1 Most Popular Food Choices for Seniors
American Fare: One big consideration in dining choices for those over 65 is not just what they’re eating, but how they’re getting their meals. According to the global market research firm, the NPD Group, in 2020, adults 65 and older increased their digital ordering by an astounding 428% and adults 55 and older increased their digital ordering by 200%. By using services like UberEats, GrubHub, DoorDash, as well as restaurant apps and websites, more older Americans are ordering their meals online — and they’re dining on foods like pizza, burgers, and sandwiches, according to the NPD Group.
What to do with this information: Insurance agents can put this data to use by creating email newsletters or social media content that spotlights local restaurants. Agents can go a step further to point out the specific menu items that may offer the most nutritional benefits for seniors (baked, steamed, or roasted dishes that are comprised of higher amounts of vegetables, lean meats, and dairy or dairy alternatives over deep-fried, battered, or heavily sauced dishes). Consider preparing a list of local restaurants that offer digital ordering and sharing it on your social channels. You can also run a poll on social media asking those within your community to suggest their favorite restaurants or menu items. These mini-marketing campaigns will help you to not only support local restaurants, but also provide your senior adult audience with information that interests them.
#1 Preferred Genre of Music for Seniors
Classic Rock: While everyone has his or her preferences when it comes to music, according to AudienceNet, a UK-based media company, the Classic Rock genre has 60% of its listeners coming from audiences who are age 55 and older.
What to do with this information: Insurance agents can have fun with this one. Consider running a feature within an email newsletter that offers researched background information on a particular song from the Classic Rock genre. Ask social media followers to tell you about their favorite songs or post a photo of the first record that they purchased with their own money. Run a fun discussion on misheard lyrics of a chart-topping Classic Rock song. This type of engagement-worthy content will add dynamics to your overall social media posts and offer fun, interesting, and lighthearted opportunities to connect with more people.
#1 Health Issue for Seniors
Arthritis: According to a report from the National Institute on Aging published online by Everyday Health, Inc., arthritis is the #1 condition facing people over the age of 65. The CDC estimates that arthritis affects 49.7 percent of all adults over the age of 65.
What to do with this information: As an insurance agent, you care about the health of your clients. Consider sharing information from trusted sources and medical experts that offer at-home stretching, self-care, and arthritis pain mitigation techniques. Consider hosting an in-person or online Q&A with a local, board-certified physician who can cover the topic of arthritis from a level of expertise that can benefit your senior clients. While you don’t want to directly offer medical advice to your clients, it can be valuable to your clients to receive information from trusted, credible sources that provide quality information on this common health concern.
#1 Hobby for Seniors
Learning Something New: Here’s a fun one! About 71% of men and women over the age of 60 spend their time learning a new challenge. Whether it’s learning a new language, a musical instrument, craft or sport, today’s seniors are extremely interested in expanding their skillsets.
What to do with this information: Your marketing and outreach can be engaging, interesting, helpful, and thought-provoking when you provide your senior audiences with ideas and inspiration for new hobbies. Whether it’s needlework or photography, painting, or yoga, you can highlight and inspire new creative outlets for your senior clients and prospective clients. Consider sharing information about upcoming classes and workshops happening throughout your neighborhood. Have a creative hobby that you enjoy yourself? Share a video tutorial from your own perspective that outlines the hobby and how your senior clients may be able to get started.
Remember, the more you know your audience, the better you can craft marketing messages that are meaningful to them. Insurance agents and agencies remain competitive when they rise above the norm to provide stellar service that goes above and beyond. By incorporating some of these proven-popular topics of interest, you can let your mature clients and prospective clients know that you understand and care about many of the things that matter in their lives…and that your marketing offers something of interest and value to them. Try incorporating some of these topics within your marketing and before you know it, perhaps you’ll find yourself in the #1 spot on a top-producing list!
For more information from a trusted partner who cares about your success within the insurance industry, get to know us at GSNI. Visit online at gsnational.com.
Sources:
· https://www.cdc.gov/vitalsigns/walking/index.html
· https://musicbiz.org/wp-content/uploads/2018/09/AM_US_2018_V5.pdf
· https://www.everydayhealth.com/news/most-common-health-concerns-seniors
· https://www.barchester.com/help-and-advice/blog/what-are-most-popular-hobbies-older-people
GS National Insurance is an independently owned insurance marketing organization. We specialize in helping independent advisors increase their Health, Life, and Annuity Business. Our primary focus is the senior health insurance marketplace. We combine technology and experience to deliver high-quality service and support. Learn more at gsnational.com
