By Yvonne Ziomecki, HomeEquity Bank

Special to the Financial Independence Hub

When you are a marketer you tend to look at advertising through a different lens than everyone else – sometimes you are critical, sometimes curious, and sometimes you just admire the genius.  But it’s hard to assess your own advertising through the same lens, especially when you are in your mid forties and the product you market is for people who are retired.  That’s when you call for help!

Last summer our company HomeEquity Bank, provider of CHIP Reverse Mortgages, launched new advertising campaign through a series of humorous ads developed and based on research insights, addressing the fact that older Canadians see themselves as active and able and completely in control of financial decisions related to their home.

Specifically: staying in the home they love.  Our research showed that 93%+ of older Canadians want to age in place.  We also learned that 80% of older Canadians don’t want to be called ‘Seniors’ and most prefer no labels to describe them or their peer group.

In order to better understand if our ads were hitting the mark we engaged the neuroscience research firm Brainsights to study the unconscious brain activity of 300 Canadian Boomers. Research participants were presented with approximately 1 hour of advertisements including our ads, other ads, movie trailers, promotional videos, etc.  Brainsights analyzed participants’ responses to all the content they saw. The findings revealed not only that many marketers were engaging in unconscious age bias, but also that Boomers were pushing back against offensive labels and aging stereotypes.

Research revealed 4 insights to help marketing resonate with Boomers:

•  Say goodbye to old age stereotypes. Today’s Boomers see themselves as being cheeky, mischievous, adventurous and capable. Old age stereotypes depicting 55+ Canadians as frail and fumbling will miss the mark. Continue Reading…