Given a rapidly aging population, effective messaging to older people holds national importance for public health as well as marketing of goods and services. Older people make up an incredibly diverse demographic that varies in terms of physical and cognitive ability, economic power, and social connection, and market segmentation based on age is becoming futile. These messengers should instead focus on appealing to varying time horizons based on subjective age and perceived time left in life. To better reach older populations, the authors recommend three strategies: 1) Focus on…
