Over 55's - Highlight health and hygiene

 With a huge rise of awareness in health and hygiene, how do brands and retailers give the over 55's comfort that safety remains a priority for the long term?   


Bring claims and benefits to the fore of packaging and fixture comms


One of the long-term impacts of current crisis will be a heightened awareness of how we manage our health and improve standards of hygiene.


The long-term trend towards optimising wellness is core to this. The use of food and drink to improve mental and physical health has fuelled growth across a wide range of grocery categories.


As over-55 shoppers look to boost their health to protect against the pandemic there will be another acceleration in this trend. Benefits and claims can give shoppers’ reassurance they’re making good choices for a healthier lifestyle and help swing split second decisions at the fixture.


On the flip side of this, hygiene and reducing contamination will be front of mind for most in the coming months, possibly years. Masks are becoming mandatory in many countries and everyone’s now thinking more about the surfaces that they touch when out and about.


Packaging innovation could be critical for many brands looking to make the everyday use of their products more hygienic. This shift is already being seen in buying a new car in china, with half preferring features such as interiors with antibacterial materials and germ filters.


Meanwhile, small actions such as Waitrose disinfecting trolley handles for every shopper create simple cleanliness shortcuts which in turn have a disproportionate impact on the choices that people make on where to shop, something we talk about in our behavioural science insights paper.

Brands and retailers can work together to do more to make shops and products safer for Shoppers over 55.



  • Consider the claims and benefits of your existing portfolio that have increased in relevance in the new context. Increase the presence of these on packaging and at fixture.
  • Include hygiene considerations in NPD pipeline planning, including small changes in packaging to make it more hygienic.
  • Work with retailers to adapt campaign plans to maintain safe shopping without losing the benefits of activities such as sampling and active in-store engagement


Over 55's Re build trust and leverage confidence

Over 55’s are the most valuable group of shoppers in the UK, they are most affected by the global pandemic and likely the last group to be considered by marketeers when planning campaigns. The first of our 5 areas of focus to address the current and anticipated needs of this group is to re-build trust and leverage confidence - How?

Over 55's - Create better online Shopping experiences

Following on from our initial focus of re-building trust and leveraging confidence in over 55's, we now look at how retailers can create better online shopping experiences with the needs and expectations over 55's at the forefront of design.  


BS101 - Just for fun

You’re back for more? 

Onwards to BS101 lesson number two of using insights from Behavioural Science to help you create campaigns that stand out from the crowd. Let’s get ready to turn browsers into buyers!

BS101 - Make Your Choice

Retailers and brands are always keen to get into the head of the shoppers and find out what makes them tick, think, act, shop and ultimately buy!  Take a peek at our first episode of BS101 – make your choice. We hope it doesn’t disappoint but only you can decide.

BS101 - Make it Simple

Behavioural Science can help you understand the difference between creating campaigns that draw the eye and creating campaigns that can open wallets. It’s not as scary as it sounds, though, and often, it’s the small things that make the biggest impact. Read about how to make it simple for the shopper.

BS101 - Play the Game

Behavioural Science tells us that our very existence comes down to how we’ve evolved over time. We’re shaped by the challenges we face – and the ways we overcome them. This most certainly applies to the roles people play when they enter the shopping arena, with only their wits and their wallets for armoury.

BS101 - Dangle a Carrot

Interested in reading the next in our series? Of course you are, because it’s almost like you’re being tempted to continue through the series by way of the promise of some kind of reward in each post. With that in mind…

BS101: Let's Value Others

Do you care what your competitors think of you? Of course you do (we know you do). Get them to feel nothing but envy towards you as you show them how it’s done when it comes to cracking consumer marketing.

BS101: Change the Context

At Communisis, we have a commitment to show that we really Value Others, and that’s why we’re going to ask if you’re enjoying our Behavioural Science series of marketing insights.

You are? Brilliant. Let’s crack on, and start looking at changing things up a bit in how we present our brand identity and reflect this in the products we showcase.

BS101: Make it Personal

We’ve made a successful name for ourselves over the years in having worked closely with our clients to solve the problems they have and to create the opportunities they need. That’s exactly what you need to do for your customers. The trick? Getting personal.

BS101: Strike a Chord

Feel like you’re really getting on board with our ideas and insight for your future campaigns? Brilliant. We’re just sorry we can’t Make it Personal in the case of this series (which is of course open to everybody). Remember that we can still Make it Simple, though!

We’ve arrived at the penultimate post in the series to help you create compelling campaigns, so let’s really try to make it sing and hit this one home.