Are We Speaking the Right Language to Older Audiences?

Older Audiences Aren’t Outdated, But Our Messaging Might Be

People aged 60+ today aren’t passive, confused, or stuck in the past. They’re:

• Internet users (81% of over-65s in the UK are online)
• Managing multiple health priorities
• Influenced by family, not afraid of technology

Yet many brands still talk at them, not to them; using dry, clinical, or condescending language that alienates rather than engages.

What Doesn’t Work

• Overcomplicated medical terms
• Patronising or overly simplistic tone
• Pushy or urgent messaging (“Don’t miss out today!” often creates distrust)

If the tone feels like it’s talking down to them or rushing them, it fails.

What Does Work

• Clear, plain English: Short sentences. No jargon.
• Respectful tone: Treat the customer like an equal, not someone who needs to be “convinced”
• Helpful framing: Instead of “Get your hearing tested today,” try “Let’s check your hearing together, it’s quick, and can really help.”

Bonus tip: Using language that conveys reassurance, convenience, and support consistently outperforms messages that focus solely on offers or urgency.

Channel-Specific Examples

• Direct Mail: Avoid tiny text and formal NHS-style layouts. Opt for warm, informative language with friendly visuals.
• Email: Subject lines like “Worried about your hearing?” outperform “Book your test now.”
• Call Centre Scripts: Emphasise helpfulness: “We’d just like to check in and see if you’d be open to a quick hearing check at home.”

Remember: Clarity Builds Confidence

Older audiences aren’t afraid of hearing care or eye exams; they’re often just unsure of what to expect, or who to trust. The right tone removes friction and builds trust fast.