Embracing Change, Realizing Dreams - WPP.com

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important, valuable customers with unique needs. Not as people who need doles,handouts or price-offs all the time. They’ve saved up for their golden years. Let us givethem the privilege of enjoying themselves.3. Ride upon the group behavior of the older generationFor seniors in the west, loneliness is one of the biggest problems they face. Research hasshown that due to role changes caused by retirement, and deliberate attempts to prunetheir social networks to include only people they feel close to, older adults typically donot have as many people in their social circles as younger people do. They feelemotionally lonely, left out and lacking in close companionship. The implication ofloneliness for brands is that i) you reach these people when they’re alone, and ii) theytake decision in isolation and independently – one of the key factors why this agecohort tends to stay with choices already made ten or twenty years ago.This, as we’ve seen, is far from the case in China, where seniors have a far morestimulating social network that their counterparts in the west, and sometimes eventhe younger generations in China. Seniors typically have a set of overlapping socialcircles: from their past workplace, from the neighbourhood they reside in, theimmediate and extended family. Through these networks, they are constantly beingexposed to new ideas. Moreover, because seniors hang out together, in places that wecan map, it is possible to engage them collectively. So, if Amway (one of the brandswhich seniors in China have a liking for) were to promote its Glucosamine caplets, thebest place to do so would be at a park in the late morning, where you would surely findhuddles of seniors clutching their sore knees. Because old people love to talk andshare experiences, motivating satisfied users of a brand could well be integral to aWOM (word-of-mouth) strategy.The propensity of seniors in China togather, discuss and spread the word canwell be used to reach other people whothe seniors are connected with. One ofthe more interesting gatherings ofseniors that takes place in parks acrossChina, especially on Sundays, centresaround matchmaking. Young people, busy with their careers do not always find thetime for romance and finding a mate. That’s where their fifty or sixty somethingparents come in: as they throng these parks, put up posters advertising the qualities oftheir daughters and sons, and arrange for dates between potential partners. It is herethat you also find representatives of banquet halls and wedding photography studioshanding out business cards! There are plenty of other categories that can ride on thisphenomenon, and involve seniors in spreading the word – amongst themselves, and tothe groups they’re affiliated with.
THE SHIFT THAT’S NECESSARYThe average age of employees at our agency is around 27. Many brand and marketingmanagers that we meet are around the same age, especially those who live in thedigital world. Overwhelmed by change, keeping up with it, it is hard for us all to bring inthe senior outliers into mainstream marketing thought and action. Even academicliterature is thin on senior citizens, barring medical science.Through this monograph and the accompanying video, we hope we’ve been able tobring the voices of our seniors into the boardroom. They fervently hope you’re listening.* * *For further information on this, or other projects on China’s consumer culture done byOgilvy Discovery, please contact:Kunal SinhaExecutive Director – DiscoveryOgilvy & Mather Greater China26 th Floor, The Center989 Changle RoadShanghai 200031, PRC.Email: kunal.sinha@ogilvy.comPhone: +86 21 2405 1990ENDNOTES1http://english.peopledaily.com.cn/200605/13/eng20060513_265381.html2Asian Demographics Limited: Forecast Asia / China, June 2006.3AXA Retirement Scope China Wave 1, January 20074National Bureau of Statistics, 2005.5http://www.chinadaily.com.cn/china/2006-12/12/content_756690_3.htm© Ogilvy & Mather Greater China, 2008. All rights reserved.
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Page 20 and 21: If your minds have been, by now, st

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