Archive for the ‘Old’ Category

Service of Watch What You Say: Deep Six “Diet” and “Old”

Thursday, December 16th, 2021


Image by Skica911 from Pixabay 

I’m surprised that there are only 24 entries in the “words” category on this blog. Two recent articles in media report that marketers are avoiding “diet” and anything to do with “old.”

“‘Zero sugar’ has replaced ‘diet’ for many no-calorie soft drinks,” wrote Danielle Wiener-Bronner on cnn.com. “Canada Dry and Schweppes ginger ales, 7Up, A&W and Sunkist, made by Keurig Dr Pepper, now label their diet drinks ‘zero sugar.’ (One exception is the namesake Dr Pepper brand, which will still come in ‘diet’ packaging in addition to a different zero sugar version.) The reason for the overhaul: The word ‘diet’ has fallen out of fashion — especially for Millennials and Gen Z-ers.” Millennials are 25-40 years old and Gen Z-ers 9-24.


Image by Vesa Minkkinen from Pixabay

Wiener-Bronner reported that Greg Lyons, chief marketing officer at PepsiCo Beverages North America, said that the offended are bothered by both the word and the concept–Gen Zers don’t want to follow diets–“But distaste for the word diet doesn’t signal an aversion to no-calorie beverages.” These sodas “hit the mainstream in the 1960s.” The market reached $11.2 billion in 2020 and is growing faster than the standard sodas with sales of $28.2 billion that year, up 19.5% and 8.4% respectively.

The Key to Marketing to Older People? Don’t Say ‘Old.,'” was The New York Times headline for Corinne Purtill’s article. “According to company lore, the idea for Nike’s CruzrOne sneaker — a well-cushioned, thick-soled running shoe that debuted in 2019 — originated with a conversation between a Nike designer, Tinker Hatfield, and the company’s co-founder Phil Knight”. Knight, in his 80s, slow runs 8 miles a day.

“By positioning the CruzrOne as a shoe with excellent support for runners who — for whatever reason — go at an extremely slow pace, Nike can offer a product designed for the older athlete to the general market. It’s a perfect example of what Rob Chess, a Stanford Graduate School of Business lecturer, calls ‘stealth design’: a product that addresses specific needs of older consumers in a form that doesn’t scream, well, ‘old.'”

“You basically put all these elements in that make it much more usable by an older customer, but you don’t necessarily advertise and play up those elements,” Mr. Chess said. “Or if you do, you certainly don’t position them as, you know, ‘Gee, we’re doing this for older people.’ (A Nike spokesperson declined requests for interviews.)”

Have you noticed other words marketers avoid?


Photo: amazon

Service of At Your Age

Thursday, July 25th, 2019

Photo: calliopegifts.co.uk

You hear the expression, “at your age,” at both ends of your life. When you were young, did a parent, teacher or babysitter ever say, “You should know better at your age!”

At the other end of the spectrum, “Three of the most dreaded words in the English language for those over 65 are ‘at your age,’ ” wrote Helen Rabinovitz, a recent follower of this blog. This post was her idea.

Photo: metrosource.com

“My most recent encounter was at urgent care,” she wrote. “I’d been coughing for weeks and finally went to see a doctor. She stood in front of me—she was about 35–arms crossed and said…. ‘you realize, Helen, that AT YOUR AGE bronchitis can be dangerous.’”

She went on: “Of course I’ve also heard… ‘isn’t that too spicy to eat at your age?’ or ‘Shouldn’t you dress more conservatively at your age?’”

Photo: instantoffices.com

She added: “This makes me wonder…how old is ‘at your age?’ At what point do all of us poor, old and decrepit folks know that we’re actually ‘at your age’ old? Have you ever been frustrated when someone, who hasn’t had your life experience, says that to you? I’d like to respond, ‘at your age’ you should have better manners!!!”

Did people say those words to you when you were little? Do they in your middle years?  Do they irritate you too? We are expected to be inclusive in every other part of our lives. Will the sexagenarian and septuagenarian candidates for president and other high office help us overcome the age hurdle?

 

Photo: commuityrising.kasasa.com

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