They’re 20 million strong – hold 80% of the nation’s wealth in their hands, yet hardly anyone knows how to talk to them.

Who are they? They’re the ‘older generation’, the ‘seniors’, or, in more numerical terms, those over 50 years of age.

With such consumer power, you’d think companies would be doing their level best to understand older markets – but they’re not. In fact, according to Age Concern, two-thirds of elderly consumers think the media portrays them negatively.

Maybe one reason many companies are steering well clear is that the market is just too savvy. When you’ve been there and done that you’re not ready to part with your cash for any old nonsense.

So how do you go about talking with an older, wiser market?
Here are just a few things to bear in mind.

Speak to any 70-year-old and they’ll tell you there’s a lively 30-year-old trying to get out. All those emotions, all that intelligence is still there, it’s just packaged a little differently on the outside.

First thing to appreciate is that savvyness. Older markets want more information before they buy. That doesn’t mean you have to stop entertaining, they’d just prefer it if you gave them all the facts. And that favours using media that allows you to talk to them a bit more in-depth – such as in magazines, DM and the Internet. (Silver Surfers are the second biggest users of the web with 22% online, and are predicted to quickly become the biggest*.)

Don’t remind people about their problems. They already know all about them. Talk to them about achieving something new. Nobody stops having dreams and ambitions.

Older people are fitter and more active than ever – show them as such. Recently a 71-year-old Japanese guy climbed Everest, while an 83-year-old made a parachute jump over Aberdeen.

And, last but not least, don’t forget about the size of your type. Use a size slightly bigger than normal. Try using 12 or 14 point to make sure it’s easier to read. Plus, don’t forget to use fonts that are easier to make out, such as Times, Garamond or Century.

* Share of UK Internet Visits by Age Group, 4 weeks to 12th May 2007, 2006 and 2005. Source: Hitwise.