Over 55's - Serve new occasions at home

The madness of 2020 has delivered us plenty of unexpected family time and a renewed focus on home entertaining and celebrations. Understanding how over 55's adapt to this will be key to delivery engaging campaigns to capture their attention. 


SERVE NEW OCCASIONS AT HOME - Understand and activate against the occasions that reflect the changing needs of over 55’s and their desire to spend time with family again


 Lockdown has placed a fresh emphasis on the importance of the home. For over 55’s, this isn’t a new thing, with 51% describing themselves as very satisfied with their housing situation according to Mintel which is higher than other generations, most likely down to increased levels of home ownership.


As lockdown starts to ease, it’s likely that the home will become even more important. We’ll start doing more but it will highlight our homes as safer spaces and places for those close to us as we stay alert to the ongoing dangers of the virus.


Over 55’s will want to entertain close family at home which means reinterpreting occasions that would otherwise have happened out of home. Think family weekend trips to restaurants and other attractions. Researching the way in which families and grandparents in particular are adapting to this will be important to develop campaigns that recognise the new normal.


On a day to day level, the rise in sales in the convenience channel is a strong indicator of what’s to come as over 55’s develop new behaviours around online and top up shopping.


Understanding the new occasions that make up the week will play a part in successfully activating in both channels.



  • Research and understand how occasions are developing for over-55’s. Data shows there are additional eating and drinking occasions at home. Some will have increased in importance, others will be reinterpretations of what would have previously happened in outside of the home.
  • Consider what this means for campaigns at a brand and category level and develop plans that adapt to the channels that are in growth.


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.  


Over 55's - Highlight health & hygiene

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

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.