A long weekend with old friends (and I do mean old – chronologically, physically and mentally) brought home a marketing tenet about working with retirees that certainly fits. When actively working, efficiency and time management are of utmost importance. So, when dealing with those who are still active and working, either volunteer or paid, time is of the essence. However, when selling to a retired crowd, or folks who do not have jobs either volunteer or paid, time is not of the essence. In fact, it is just the opposite. The retiree with no timelines or job wants each activity to stretch out so the time is filled.

This is not an age related issue, rather a working/non-working issue. Once again, age is not the factor in commonalities. When working with older people, make certain that the common factors are understood. Age is usually not one of them. Health and employment status are two that result in differing expectations and differing product offerings.

And technology? Usages of technology are not age related either. There are plenty of octogenarians learning how to use the Internet. The key, once again is the individual. Are they interested in technology? In doing something different/ In learning new things? If so, the technology changes will interest them. If not, regardless of age, they will continue to do things the same old ways.

Marketing strategy is understanding who is the target, and age, unless one is selling tobacco, alcohol or adult material, is not a relevant factor for likes, dislikes, and benefits.