In this episode of "Building for the Silver Economy", Teresa Wang discusses agetech with Jeff Weiss, President and CEO of Age of Majority, a Massachusetts-based marketing agency that helps brands better understand older adults in order to enhance client engagement.
Jeff, as CEO ("Chief EvAGElist Officer"), has over 30 years of experience in the marketing industry and has held numerous leadership roles at major brands such as Pepsi, Gillette, and Unilever, where he witnessed the dramatic changes of the aging population".
Jeff talks about his thesis for founding Age of Majority, his observations on market segmentation within the 50+ population, and how influencer and other forms of targeted marketing vary for the 50+.
Read more about Age of Majority at: https://www.ageofmajority.com/
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02:00 - Jeff discusses the mission of his firm, Age of Majority, and why he decided to pivot from his marketing career to become an entrepreneur in the agetech space
07:10 - Teresa and Jeff talk about perception, market segmentation, and how ageism affects target marketing to the different segments within the 50+ population
19:30 - Jeff talks about the growing preference among older adults to thrive and live in their own homes, and what that means for brands that can supply services that enables this trend
21:00 - Teresa asks Jeff what drives older adults to try new activities and services (e.g. behavioral, economic, psychological)
27:30 - Jeff discusses the different preferences he sees among older adults when it comes to marketing, in contrast to other age segments (e.g. influencer marketing)
35:00 - Jeff discusses the insights of a segmentation research study conducted by his firm, and the roles persona development and psychographics play with regards to marketing towards older adults