The 55+ audience is often over-simplified by marketers as a homogeneous group leading to them being ignored or misunderstood. To better understand the complexities within the older audience and their application for marketers, Age of Majority developed ground-breaking segmentation research with insights from our large community of Active Aging consumers (Revolution55). This research identified 11 unique and meaningful personas based largely on their: 1) philosophy towards life; 2) health status; 3) attitude towards aging. Collectively these personas make up AoM’s PersonAGE segmentation system, which reflects the distinct philosophies, preferences and behaviors of older consumers with the power to shape marketing innovation and communication.
Download PDF • 513KB