In terms of communication, the Pre-Depression Generation prefers print media for information. They read newspapers, magazines, and ads more thoroughly than other generations. For the mature market in general, communicating often requires alteration of messages and materials, that is, larger type with clear, bright pictures, newspapers, AM radio, models they can relate to, and simple language. It is very effective to use action to attract attention while keeping the word count low and reducing extraneous stimuli. Rather than appealing to their chronological age, it is important to communicate to their cognitive age or the age a person perceives himself or herself to be. In particular, cognitive age can be used for targeting segments within this group, developing more creative content, and selecting more effective media. In addition, face-to-face communication and personal service are valued by this generation, few use the Internet.
Psychology & Social Media MARKETING TO THE DEPRESSION GENERATION The Depression Generation (a.k.a. Silent Generation, Traditionalists, and Swing Generation) was born during 1930-1945 and are in the 65-80 age range as of 2010. The individuals of this generation were small children during the Depression or WWII. They value rationing, saving, morals, and ethics. They were very patriotic and witnessed America’s emergence as a superpower. Social tranquility and family togetherness are important to the Depression Generation. Conformity seems to be the ticket to success. This generation increasingly is becoming more tech savvy, e.g., they use eBay to downsize. They attend computer classes in nursing homes and recreation centers. Be sure to consider the following when designing websites for the Depression Generation (Source: Nielsen Norman Group Report “Web Usability for Senior Citizens: 46 Design Guidelines Based on Usability Studies with People Age 65 and Older)
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- Fall '16
- Style, Generation Y, Cultural generations, Generation, Psychology & Social Media