What is SENIOR?

Originally, the word 'senior' referred to the most experienced soldiers in the Roman legions, but, over time, the term has evolved differently in different countries.

It became simply 'senor' in Spanish and Italian, a generic term for an adult man, but remains 'seigneur' in French, giving the status of a lord. As for English, the word 'senior' undoubtedly remained the most faithful to the original Latin, maintaining the idea of 'maturity' and 'expertise'.

And in many professions the word 'senior' is an essential adjective: Senior Account Executive, Senior Brand Manager ... Senior Vice President!

In terms of age related marketing, the word 'senior' is mainly used to refer to the over-50s. Of course, many people over the age of 50 are unhappy to be called senior because it has connotations of retirement. For that reason, we should be careful in the terminology, tone and language we use in our advertising messages - making clear differences between those at the younger end of the senior spectrum and those at the older end.

There are, however, a number of objective reasons for using 50 as the start of the senior group which will be common to all - regardless of their current very different circumstances.

These triggers will help marketing and advertising campaigns achieve peak levels of interest and considerably improve the receptiveness to key messages.

At 49, on average, women become grandmothers for the first time. Three years later, in general, they're in the throes of the menopause and are experiencing real physical differences in their bodies.

At 50, the main household mortgage is either paid off or very close, and at 52, on average, their youngest children leave the nest. From now, their own parents will begin to suffer ill health and they will be faced with their eventual death. This sad news will often result in a sizeable inheritance (at 57, on average).

Many things clearly lead us to see 50 as a turning point in life - one that it is convenient to take as a starting point for the so-called 'seniors marketing' strategy.