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 idea that age is a relevant factor when understanding an audience. Coined by Gina Pell in 2016, the term refers to people of all ages who share the same interests and stay current with technology. It is not limited to those over 40; even Millennials and children can be considered Perennials. This mindset transcends generational barriers and categorizations, emphasizing a holistic understanding of individuals.

Sociologist Mauro Guillén further expands on this idea, suggesting that we are moving towards a post-generational society of Perennials. With longer lifespans, improved health spans, and evolving technology, traditional stages of learning, working, and retiring are becoming less rigid. Guillén envisions a society defined by how individuals work, learn, and live, rather than when they were born.

Susan Wilner Golden, a Stanford professor, supports this view in her book "Stage (Not Age): How to Understand and Serve People Over 60." She replaces the concept of retirement with multiple later-life stages that reflect the dynamic nature of older adults' lives. These stages include repurposing, relaunching, transitioning, and resetting. As individuals move through these stages, their focus and interests evolve, creating a constantly changing landscape for older adults.

An important aspect of the Perennial approach is the emphasis on "long-life" learning. Age is no longer a barrier to acquiring new knowledge and skills. Instead, individuals continue to engage in learning throughout their lives, adapting to new technologies and trends. This highlights the importance of understanding the interests and psychographics of older audiences, rather than solely relying on demographics.

When it comes to understanding older audiences, it is crucial to recognize their diverse interests and experiences. Here are three actionable pieces of advice to better understand and connect with this audience:

1. Embrace the Perennial mindset: Instead of assuming that age defines interests, approach older audiences with an open mind. Recognize that they are just as likely to be interested in current trends and technology as younger generations. By adopting the Perennial mindset, you can better understand their motivations and engage with them on a deeper level.

2. Focus on the stages of later life: Older adults go through various stages as they transition into new identities and priorities. Instead of viewing retirement as a static phase, consider the different stages of repurposing, relaunching, transitioning, and resetting. Tailor your messaging and offerings to align with these stages, acknowledging the unique needs and aspirations of older individuals.

3. Prioritize lifelong learning: Older adults are enthusiastic learners who actively seek out opportunities to expand their knowledge and skills. Provide resources and experiences that facilitate ongoing learning, whether through workshops, online courses, or community programs. By fostering a culture of lifelong learning, you can create meaningful connections with older audiences and position your brand as a valuable resource.

In conclusion, understanding and engaging with older audiences requires a shift in mindset and a recognition of their diverse interests and experiences. The Perennial approach challenges traditional generational barriers and emphasizes the importance of focusing on interests rather than age. By embracing this approach, acknowledging the stages of later life, and prioritizing lifelong learning, you can establish meaningful connections with older audiences and create inclusive experiences that resonate with them. As Benjamin Franklin once said, "Work as if you were to live a thousand years, play as if you were to die tomorrow." This sentiment encapsulates the essence of the Perennial approach and reminds us to approach older audiences with curiosity, respect, and a willingness to learn from their experiences.