Every day, we’re given more and more evidence that online world (I don’t think we can even call it the wired world anymore) is the prevailing path to the future. 4G technology on increasingly sophisticated smartphones, the race to create even more powerful post-Jobs innovations in tablet technology, the endless barrage of email and e-newsletters and … well, it can make your head spin.
Think about how your senior client feels about all of it.
That senior tag has been given a pretty serious working over in the past decade or so. When I first started working at our sister publication, Senior Market Advisor, we often talked about whether the title referred to the clients or, as the trend has been in our entire industry, the age of the advisors themselves – I’ve heard our industry average is now something like 53, and actually getting older.
Ever since Dennis Hopper started doing ads for investment products (my family told me they saw archetypical ’70s punk figure and now 64-year-old Iggy Pop as an insurance spokesmodel in ads on British television), it became obvious that the standard definition of senior was up for a major rethink.
And addressing the needs of a category that now includes both my 94-year-old grandmother and some barely retired Baby Boomers (hey, even I recently got a solicitation in the mail for pre-joining the AARP, and I’m two and a half decades from retirement age) is going to call for some new ideas.