Introducing the Newest Marketing Obsession – Centurials, Adults 100 years old or older, now account for roughly .0002% of all households, making them an extremely important segment of the Outer Fringes of Life Demographic. Pushing the human condition to the extreme, Centurials will continue to represent a growing share of households and marketers need to pay close attention and better understand this exciting new group in order to curtail their messaging accordingly.
Contrary to popular sentiment, Centurials are spend thrifts, spending money extravagantly on things they have little to no use for, because as Dr. Einhorn of the Mangle Group Ltd. puts it, “they are probably unaware of what they are doing”. While this may be true, it’s important to consider that Centurials’ willingness for free-form spending can be harnessed with the use of hyper focused advertising, making Digital Targeting a supreme tool. The tricky part, according to Einhorn, “is not about message reception but Media attention. Often Centurials are Off-Line, participating in light exercising like group walks, fun and simple gaming like Bingo and socializing over meals or coffee breaks. With such little time spent with actual Media, it’s very difficult to engage with them”.
Smart Marketers should find a way … for Centurials are overwhelmingly Women, outnumbering Male Centurials 5 to 1. “Women are a powerful Consumer segment”, says Einhorn. They also fit a specific ethnic profile… 82.5% are White. “The jury is still out as to exactly what this all means. Perhaps White Women have been such passionate consumers for so long that their longevity is proof that a devotion to Consumerism can literally will the human body past average life expectancy, allowing for maximum consumer activity. The scientific implications for willingness to live as it relates to life expectancy are tremendous.” As a percentage of total population, African American Centurials are unique in that they represent the same percentage as the total percentage of the African American population, 12.6%. This could mean an overall advantage in DNA resiliency which contributes to a longer life. As total US population grows, the population of African American Centurials will eventual outpace that of the general Centurial population, and there will at last be rich diversification of folks over 100 years old. Currently Hispanics make up 5.8 % of the Centurial population and Asians make up approx. 2.5%.
The most experienced generation in history, Centurials have witnessed the world turn upside down and inside out. Brands that emphasize the many different sides of their perspective which has changed over time will be most likely to win with Centurials. Unlike Millennials, Centurials are much less patient, so Brands must provide them with “workarounds” in order to eliminate friction. Mobile first Centurials, although extremely rare; almost nonexistent, use their know-how to gain control if their needs are not meet. Therefore Brands need to work side by side and in collaboration with them in order to surface successful tactics or risk losing them all together for the short time before they pass away.
The majority of Centurials live with others and therefore make for terrific Brand Ambassadors. It’s important to note that although they are not accustomed to the concept of conformity, they do value the efforts that brands make to appeal to them. These efforts can include offering better customer service, showing integrity in the way business is conducted, making an effort to understand them and communicate in meaningful ways, as well as offering rewards and incentives to gain their loyalty. “We find that magical storytelling, leveraging brand strengths, and utilizing trendy topics is effective. We like to use Holiday calendars, coupons and topics or insights related to things relevant to a person 100 years old or older”, said Ray Finkle – CMO of Fun Dip.
Finally, Dr. Einhorn points out that Centurials are extremely risk averse and frightened by loud noises. Obnoxious, in-your-face type advertising may backfire. “Avoid experiential marketing platforms such as Rock Concerts or Monster Truck shows”.
Mangle Group Ltd. projects total sales for this market at $1 Million for 2017!!
