May 2008

    
   
   

WHERE COMMUNICATIONS INFLUENCE DECISIONS
   

The Point:
 

Slow Down, Don’t Dumb Down!

    
 

New Research Shows Decision Process Changes with Age

Whether making medical decisions or financial choices, older Americans are facing increasingly complicated choices that will have a real impact on the quality of their lives. But are they getting the information in the way they need to make the best decisions?

Recent research has shown that as we grow older, our decision-making process changes in subtle but important ways. Analytical ability decreases and the importance of emotional connection increases. As the number of older Americans rises, companies that help them make better decisions will have an edge.

Marketers should keep these key points to keep in mind when communicating to seniors:

Help navigate the decision-making process

As we grow older, we process information more slowly and focus less intensely. Seniors may read information in ways that miss important facts. Here are suggestions to help them navigate the decision process:

Accommodate the fact that they may need more time to make decisions.

Break the decision into smaller steps. Acknowledge and reward the accomplishment before introducing the next micro-step.

Consider developing accompanying communications that they can use with adult children or others who participate in their decision-making.

Present information in an easily accessible, relevant way

As we age, we are more likely to use intuition and shortcuts. To help seniors make good decisions, marketers should:

Make it personal. Instead of abstract ideas, use scenarios and examples to show how information applies to them.

Keep charts and tables to a minimum. Use decision aids such as illustrations or examples to help them interpret the information being presented.

Take a more narrative, storytelling approach that fosters positive, emotional connections.

Use call-outs or summaries at the end of each section to help retention. Provide tools such as worksheets that they can fill out as they go along.

Use upbeat messages that emphasize emotional connections

As we age, the messages that motivate us change. In later life, we tend to focus on the present, investing in sure things, deepening relationships and living in the moment. Think about these strategies for motivating older consumers:

Focus on the positive and the present. Fear tactics and future-oriented messages don’t resonate with older consumers.

Balance facts with feelings. The ability to retain information diminishes over time, so it’s important to build emotional connections at every stage of the decision-making process.

Don’t be afraid of humor. Older folks (in our experience) like to laugh, even at themselves.

Remember they think of themselves as 10 years younger than they are.

Consider a range of online and offline channels

Contrary to conventional wisdom, seniors do use the Web. They have time, and computers. More and more are becoming comfortable with the Web for information, entertainment, and communication as a companion or alternative to printed matter and face-to-face communications.

Seniors have the need, the time, and the resources to be an attractive segment for many companies. But to achieve the full potential, companies will need to communicate to seniors in a way that reflects how they think.