Psychological Profile

of Old Age Pensioners

in the Philippines in 2011

Sino ang Silver?

Sino ang Silver?

Profile:

Ages 55 and above

More females than males

More likely to be grandparents

Retired from main career

Working but not as a necessity

With or without senior citizens card/pension

Hay, pa i ago g araw…

Hay, pa i ago g araw… Reality bites

Pasture lifestyle hard to swallow

Tries to add color to ones day

Daily routine includes:

worries about ill health

income

changes in social status

bereavements

Haya yo, pag a atay ako…

Haya yo, pag a atay ako… Facts on mortality

Mortality rates Filipino males pass away sooner than females

Causes of death Heart failure

Lung failure

Hypertension

Multiple organ failure

Accidents

A o a a a g u er sa lotto?

A o a a a g u er sa lotto? Lifestyle

Make the best of the time they have left and have learned to avoid situations that make them feel sad or stressed

Look for ways to get themselves pre-occupied Visit or have relatives over (especially the apo/s)

Watch the news and other daily programs on TV

Play lotto, bingo or chess with others or on the computer

Initiate conversations (Ex. complaints)

Write manuscripts

Papu ta ka pala g, pa-uwi a ako…

Papu ta ka pala g, pa-uwi a ako…

Psyche

Older people are increasingly aware that the time they have left in life is growing shorter.

Far less likely than the younger people to experience persistent negative moods and were more resilient to hearing personal criticism.

much better at controlling and balancing their emotions

Nuo g ata ako…

Nuo g ata ako… A sense of history

Enriched by experience and learning no conversation is without a story about a part of their life

Man to man, heart to heart, face to face talks often are magnetized by the Silver on the younger generations

Nuo g ata ako… Talk about their active lifestyle rather than their age

Silver as a companion more than a dependent

No negative stereotype for older people

“a a ako…

“a a ako… Points

adopt a healthy daily routine that includes getting out of the house

ensure some social investment is spent outside of the workplace and family home (treats outs at KFC, mailing letters, movies etc.)

… gayo asa Ca ada ka a.

… gayo asa Ca ada ka a. Family

Misses sons/daughters blood relatives, loyal friends

Learns how to use the computer if only to see their loved ones virtually face to face (Skype, Facebook, Yahoo Messenger)

Writes letters to snail-mail

May ard ako…

May ard ako… Silver as a Market

Represent a huge untapped but financially secure segment

Do not think of their age in general

High disposable income and discretionary spending

Likes to experience discounts as a privilege

Marketing to the Silver Market

Older people will embrace something new if with distinct value

Older people perceive themselves to be younger than they are

Additional INSIGHTS

Wealthy geries spend more when assisted by knowledgeable and responsive sales staff and when merchandise is conveniently allowed to be browsed or touched

Wealthy consumers attracted to unique product or service

Salamat Ingkong!