TARGETING AMERICANS OVER 50: 4 TIPS

Sure, its trendy to talk about engaging Millennials and Gen Z, but with about 20 percent of the U.S. population expected to be over age 65 by 2030, marketers need to think about older consumers as well.

Three-quarters of Americans age 50 to 64 have smartphones, a 16 percentage point increase over 2015, says Michael Hill, director of web development at Erickson Living, a developer and manager of retirement communities in 11 states.

When marketing to an older audience, it pays to be in step with them demographically and cater to their needs, says Hill, who spoke at the recent LitmusLive event in Boston.

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