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?  

Understand new triggers and barriers, then prioritize distinctive assets, heritage and longevity at fixture


Food fulfills our most basic of needs and so we place a huge amount of trust in supermarkets to continue to provide it safely and reliably.  Risk is less acceptable than it has been for decades.  With risk at the forefront of shopper minds, everyday decision making will be affected, including choosing where to shop and what to buy, particularly for over 55’s who are feeling more anxious than younger generations. Recent POPAI Stats show over that the desire to shop at pace has increased by 15% in over 55s.

Shopping behaviour during lockdown points to this already having an effect on retailer results. Tesco and Sainsbury’s have had a strong, authoritative PR strategy since the start of March and have extended their leadership positions in terms of market share.

Large, established FMCG brands have an advantage in this environment. They’re more likely to have strong trust and have built credibility due to their time in market which will swing many price led decisions at fixture. But more than this, we must expect every purchase in a physical store to feel like a distressed purchase, so shortcuts and simple nudges such as recognisable brand assets and familiarity will become more valuable.


What does this mean from FMCG Brands? 

  • Consider NPD launches carefully and adapt plans and messaging to reflect the need for shopper reassurance and the removal of risk. Prioritise larger retailers where possible.
  • Share gains will be made in fleeting moments of distressed purchasing. New triggers and barriers for brands and shoppers need to be understood and navigated to deliver the best results all round, for brands and for the ultimate shopper experience.
  • Established brands should lean on their distinctive assets, heritage and longevity as shortcuts to trust at the fixture.




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.