Where is the Wealth in America … and are You Getting Your Share?
BOOMERS ARE OLDER, SMARTER, and RICHER:
Are You Marketing to the Well?
The potential for wealth is forecast for four generations. It’s not just the Baby Boomers. Thier parents, the Silent Generation, and their Children Generation X and Millenials also stand a good chance of becoming wealthier as they age.
Boomers will be the wealthiest generation until 2030. The youngest boomer turns 65 in 2029. Giving them time to accumulate wealth before retirement when Boomer’s wealth will peak at $26 trillion, increasing from $17 trillion in 2015.
(data comes from the US Survey of Consumer Finances 2013)
What does that mean to you? It means now if you’re not marketing to the over 50 market you’re behind. It means if you’re not planning on expanding in ways that makes your space easy to navigating, highly visible with light and few shadows, with more extreme contrast between surfaces, equipment and floor, for instance, you’re at risk of losing business who value health and have the money to pay for it.
This aging market is online now and they’re not going to get off. Your website needs to have bigger print, more contract with light background and dark print. Fonts that are easy to read will win over those that are fancy. Your customer won’t work to find what they’re looking for…information on arthritis, osteoporosis, and cancer. They don’t want to have to figure out how your programs help them with these diseases and avoiding them.
The websites that win their favor will be about the customer. The customer has fears, wants, and desires. The website that wins will not be promoting programs the customer fits into or selects from like a menu at a restaurant. The programs will clearly be tied to the benefits that inspire, uplift, and make life richer.
There is great opportunity for the inspired fitness professional with some spark and excitement willing to take risks for these older adults who want more out of life than neutral aging in place. They actually want to go somewhere while they’re living.