How Do We Best Understand an Audience of Older People? The Perennial Approach

How Do We Best Understand an Audience of Older People? The Perennial Approach

The concept of the Perennial approach challenges the notion that age is a defining factor in understanding an audience. Coined by Gina Pell in 2016, the Perennial approach recognizes that people of all ages share common interests and a curiosity about the world. It acknowledges that staying current with technology and having friends of all ages are not exclusive to any particular generation. In essence, being a Perennial is more about mindset than a one-dimensional timeline.

Mauro Guillén, a sociologist, political economist, and author, takes the Perennial approach a step further. In his upcoming book, "The Perennials," Guillén argues that we are entering a post-generational society. He believes that longer lifespans, improved health spans, and evolving technology will lead to a society where people are defined by how they work, learn, and live rather than when they were born.

This idea aligns with the work of Stanford professor Susan Wilner Golden, who explores the stages of later life in her book, "Stage (Not Age): How to Understand and Serve People Over 60." Golden challenges the traditional notion of retirement and instead presents multiple later life stages that replace the generic concept of idle years. These stages include repurposing, relaunching, transitioning, and resetting. Each stage represents a shift in focus and interests as individuals move from one phase of their later life to the next.

The Perennial approach emphasizes the importance of lifelong learning. It recognizes that older adults are constantly evolving and adapting their interests and priorities. Rather than focusing solely on demographics, understanding an audience of older people requires a deeper understanding of their interests and psychographics.

Incorporating the Perennial approach into our understanding of older audiences has several implications. Firstly, it challenges age-based stereotypes and encourages us to see individuals as dynamic and ever-blooming. Secondly, it highlights the need for continued education and personal growth throughout our lives. Lastly, it emphasizes the importance of embracing technology and staying connected with people of all ages.

To better understand and connect with older audiences, here are three actionable pieces of advice:

1. Embrace the Perennial Mindset: Instead of categorizing individuals based on their age, focus on their interests and curiosity about the world. Recognize that people of all ages can be Perennials and approach your audience with an open mind.

2. Recognize the Stages of Later Life: Understand that older adults go through various stages in their later life, each with its own set of interests and priorities. Tailor your messaging and offerings to align with these stages, whether it's repurposing, relaunching, transitioning, or resetting.

3. Foster Lifelong Learning: Encourage and provide opportunities for older adults to continue learning and growing. Offer educational programs, workshops, and resources that cater to their interests and help them stay current with technology.

In conclusion, understanding an audience of older people requires a departure from traditional age-based categorizations. The Perennial approach challenges us to see individuals as dynamic and ever-blooming, regardless of their age. By embracing this mindset, recognizing the stages of later life, and fostering lifelong learning, we can better connect with and serve older audiences in a meaningful way.