Spa and wellness expert and host of the Glowing Older podcast, Nancy Griffin, explains why developing a plan to cater to this growing demographic is smart business.
Are you targeting older adults in your spa or wellness practice? Developing a plan to cater to this growing demographic is smart business. One in five Americans will be 65+ by 2040, and people over 50 own over 70 percent of all personal wealth held in the U.S.
Here are some tips to capture this booming market segment:
Become Aware of Internalized Ageism
We have all been influenced by negative perceptions of aging from an early age. Ageism is embedded in our culture and involves stereotypes (how we think), prejudice (how we feel), and discrimination (how we act). Studies show ageism is associated with earlier death, reduced quality of life, and an increase in risky health behaviors.
Changing the narrative starts by looking inward at your own perceptions of aging. Once you notice ageism, it can’t be unseen.
Make Wellness Attainable
Spas are designed to reduce stress, but the “anti-aging” narrative causes stress—because it is unattainable. Review your messaging and stop focusing on fighting aging and promoting the endless pursuit of the fountain of youth. Don’t create the impression that people age out of being well.
To make wellness attainable, provide personalized solutions to age-related challenges (like pain and sleep), performance and recovery, stress management, and mindfulness.
Educate on Benefits of Spa Treatments
Many older adults view spa treatments as something for a special occasion, and don’t understand the benefits. For example, only one in 10 over 65 had one or more massages in 2021, according to the American Massage Therapy Association, compared to a quarter of the general population. Yet nearly half (48 percent) of all massage consumers got their last massage for health and wellness reasons.
Educate your guests and prospects on the benefits of the treatments you provide. Massage has multiple proven benefits, including reduced stress, increased immune function, decreased pain and improved mood.
Move Wellness from “Me” to “We”
Experts are seeing a trend toward “social spa-ing,” bringing the treatments outside of the treatment room to be enjoyed with others. Moving wellness from “me” to “we” resonates with older adults. According to the U.S. Census Bureau, nearly half of American retirees fear loneliness and isolation, with good reason. The U.S. Surgeon General’s report Our Epidemic of Loneliness and Isolation finds loneliness has a health impact similar to smoking 15 cigarettes a day, and increases the risk of premature death by 30 percent. "Spas are introducing multi-sensory group experiences that go beyond the conventional spa offerings," says Leo Tonkin, founder and CEO of SALT Chamber. "These group sessions foster a sense of community bonding,”
Market to Attitudes and Behaviors, Not Age
The language and images used in your marketing should relate to clients based on their stages of life, values and interests, not age. People between 55 to 85 years of age are vastly different. Age is a poor indicator of behavior, attitude, fitness level, and state of health. According to the Society of Certified Senior Advisors, older consumers are more autonomous; more intuitive in their decision-making, and more interested in how a product or service makes them feel rather than what features and benefits it offers.
A thoughtful approach to targeting older adults will attract a loyal, repeat clientele. Focus on positive aging, inclusivity, and community to create an environment of acceptance and joy for people of all ages.