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

Abstract

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 although traditional approaches to market segmentation based on chronological age often fail, reliable age differences in motivation influence the types of information that older people typically prefer, attend to, and remember, and these differences can be used to inform communication efforts. 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 ones, and products that help people savor the moment are preferred over those that benefit the long-term future. In addition, emphasizing individual strengths and personal resilience is likely to be especially appealing to older people.