I spoke at the Institute for Senior Living about how marketing can amplify positive aging.
One element was a discussion of the attractiveness of photos we use online and in print. The industry is missing opportunities: everyone who is alive has aspirations, let’s tap into those desires.
Instead of choosing photos of similar “youngish grandmas,” leverage the theory of cognitive age. Everyone over 50 feels younger. People who are 80 feel 65. And, we don’t need to neuter elders, we can celebrate their attractiveness and (gasp) sexuality.
We can and should always represent ourselves and our elders at their very best. Think like a younger person taking a selfie. Lighting, makeup, wardrobe, good photography, filters and post-production are required in today’s visual world.
These are worth repeating: makeup (for men and women), wardrobe, lighting and filters are required to create a good image.
Let’s level-up our visual images for today’s world, where there’s a camera in every phone. Better representation will reduce the fear and resistance in so many “senior care” offerings. Let’s say goodbye to $10 stock photos and images of empty rooms with chairs and pianos.
Have a great week,
PS. Have you noticed that Next Avenue’s tagline is “Where grown-ups keep growing?” Will Adulting and Grown-Ups be adopted for the 50+ market?