“Energetic elders” are changing the way brands and businesses communicate with China’s older population.
In China, where the population is aging rapidly, a new cohort of “energetic elders” is shaking up the way businesses engage and communicate with senior audiences.
WE Red Bridge Healthcare Group Account Director, Wendy Yu, recently discussed the unique characteristics and motivations of these dynamic seniors (a subset of those aged 60 and older) for the winter issue of the German Chamber Ticker.
To win over senior consumers, healthcare brands ought to forge deep emotional connections with China’s energetic elders through:
1. Deep understanding of elderly needs
2. Multichannel communications
3. Reliable content
4. Partnerships with elderly groups
This article was originally published in the German Chamber Ticker magazine, winter 2024 edition.
