Marketing Tips for Founders with Michael Phillips, Bernie Borges, Jennifer Abernethy, Nathalie de Vazeille, Benjamin Surmi and Debbie Howard
The discussion focused on marketing strategies for aging consumers, emphasizing the importance of avoiding negative terminology like “old” and “elderly,” and using terms like “ageless” and “seasoned.”
Michael Phillips highlighted that 56% of consumer spending in America is by those over 50, and stressed the need for inclusive workforces and marketing.
Bernie Borges discussed the “happiness U curve,” noting that happiness peaks at 18 and increases after mid-40s.
Jennifer Abernathy and Natalie de Versailles underscored the importance of relatable imagery and simple, honest messaging.
Benjamin Surmi noted the challenge of balancing aspirational marketing with practical needs, emphasizing user experience and personalized service.
Bernie Borges: “I’m blessed with a full head of hair, which is genetics, everything else is a choice. My waistline is a choice. My attitude is a choice. My happiness is a choice. My interaction, the experiences that I choose to engage in, those are all choices. And so the marketing that we do that empowers people to make those choices that are going to enable them to achieve the happiness and the fulfillment. Because there is a distinction. But doing the storytelling through your marketing that can help people, empower people to make those choices is the most effective marketing we can do.”
Recorded on September 29, 2022, this episode is part of our Marketing Series. Speakers are listed in their order of appearance.
Michael Phillips, Director Strategic Partnerships, AARP
Bernie Borges, CEO and Host of Midlife Fulfilled podcast, Thrive Media
VP Global Content Marketing, iQor
Bernie’s additional current activities:
Advisory Board Member, Digital Marketing at University of South Florida
Advisory Board Member, OneMob
Jennifer Abernethy, President, Socially Delivered Digital Agency; Founder, Mod.Life®
Benjamin Surmi, Social Gerontologist; Director of Education and Culture; Innovation Lab, Koelsch Communities
Debbie Howard, Chairman, Carter-JMRN (Japan Market Research Network)
Debbie Howard’s summary of this show.
Resources:
Happiness U Curve that Bernie Borges mentioned was featured in this Boomer Tech Talk article with video based on author Jonathan Rauch panel at On Aging panel (formerly Aging in America).
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Music: Solemnity written and performed by Richard Sherman
