#56 Be your age
Beyond beauty products, a wide range of marketers tap into "youthfulness" as a desirable end benefit or user image. Yet, we have observed a growing number of older consumers push back on, or reject the notion that looking and feeling younger is aspirational. Instead, there is a respect for the honest mileage of years and pride in feeling and looking "good for my age." There is a desire to be at one’s best versus wishing to turn back the clock. In order to optimally connect with middle-aged or older consumers, avoid the traditional explicit or heavy-handed, youth-related language and imagery. Instead, look for opportunities to acknowledge the benefits of experience and to celebrate age.