Why procrastinate when you don't know what the future holds? We live now! Even Y@H's who have less to spend or are struggling with ailments or limitations, don't let themselves be discouraged and look for solutions to continue enjoying life. And who can blame them. You only live once, right?
4. Thinking in possibilities
In line with the above: Y@H's are extremely solution-oriented and think in opportunities instead of problems. They don't want to hear about limitations and as soon as one occurs, they look for a solution. If that means that new skills (because how does WhatsApp actually work?) have to be learned, then they invest in that with love. After all, the Young at Hearts have the time for it. And the will, because they continue until they have mastered the relevant skills. Yes, we can!
It should be clear that the bon vivants studied are not sitting behind the geraniums: they are actually enjoying life! Characterizing these Dutch people as 'needy elderly people' has become a greece number real no go . So keep this in mind when addressing this target group in your marketing and communication expressions. Away with those rollators, bingo settings and grey hair full of curlers. The Young at Hearts no longer identify with that. Where possible, they adjust everything to their own needs, with comfort as the code word. And if something is comfortable for the Y@H's, then it also applies to later generations. Et voilá: a kind of reverse adoption curve is created. Where innovations used to be developed for young people and the elderly followed their example, in 2017 it is the other way around (think of computer glasses and the electric bicycle).
Away with those walkers and gray hairdos full of curlers.
When you think of the Young at Hearts, you think of the 55+ generation with a more 'fresh' mindset than their predecessors of the silent generation. There are certainly limitations (for example financial or physical), but people with the Y@H mentality do not let them hold them back where possible. 'Yes, we can!' is a frequently heard credo. The Young at Hearts want to keep discovering, keep making a difference and make the most of life. And they have a great need for products and services that make their free life even more fun and easier. It is now up to marketers to meet them in this and to put an end to the stereotyping surrounding this target group, so that new marketing opportunities can be fully exploited .
[Editorial update, September 15, 2017: the last paragraph has been adjusted and supplemented in response to the responses.