Stay up-to-date on the companies, people and issues that impact businesses in Syracuse, Central New York and beyond.
Rx for marketing to older, wiser consumers
How is corporate America marketing to its burgeoning 55+ demographic? Generally, not well. Here’s my take on why that is, and how communicators might improve it. As a marketing strategist, integrator, writer, and someone knocking on the door of this often-overlooked demographic group, I wanted to look at the question from the perspective of the ranks […]
Become a Central New York Business Journal subscriber and get immediate access to all of our subscriber-only content and much more.
Click here to purchase a paywall bypass link for this article.
How is corporate America marketing to its burgeoning 55+ demographic? Generally, not well. Here’s my take on why that is, and how communicators might improve it.
As a marketing strategist, integrator, writer, and someone knocking on the door of this often-overlooked demographic group, I wanted to look at the question from the perspective of the ranks I’m about to join. So I’ve been chatting with older people at the gym, I’ve been watching Jeopardy, and I picked up a poignant little book called “Happiness Is a Choice You Make: Lessons from a year among the oldest old,” by John Leland. (Note: Leland is a reporter at the New York Times, where he wrote a yearlong series that became the basis for the book. He spent a year interviewing and spending time with six New Yorkers who are among the “oldest old,” those 85 and up.)
In my day job, I do much of my work with clients in the health-care and financial-services sectors. At home, you might call me a slice of boiled ham in the “sandwich generation” between aging parents and adult children. I don’t know if any of that makes me an expert, but it gives me some experience and a healthy dose of curiosity about what may lie ahead.
So to what kind of advertising narratives are marketers currently subjecting people age 55 and up? The short and honest answer: crap. We litter the news (if it’s possible to make the news any more depressing) with pharmaceutical ads hawking remedies to everything from canker sores to cancer. And if the illness doesn’t kill you, the cure may. Just listening to the litany of side effects is enough to make you feel faint. Thank goodness for the saving grace of the mute button and mouse click.
Granted, aging is usually feared, fought, and reviled. But the fact is it brings with it some nice benefits. Getting older usually yields experience, which breeds wisdom, according to Leland’s research. Nothing beats experience. To that point, he quotes British novelist Penelope Lively, then 80, who said, “One of the few advantages of age is that you can report on it with a certain authority; you are a native now, and know what goes on here … Our experience is one unknown to most of humanity, over time. We are the pioneers.”
She’s right. People used to die in their 40s all the time up until relatively recently. Our parents and grandparents living into their 80s, 90s, and beyond are the modern Magellans, the new Neil Armstrongs, going where none, or at least very few, have gone before. But more will follow. And we can learn from them. As business owners and employees. As marketers and designers. As engineers and data miners. As health-care providers and educators. As lawyers and bankers. As human beings … we should learn from them.
In his “Happiness Is a Choice You Make” book, Leland points out that the six 85-plusers he interviewed “all found a level of happiness not in their external circumstances, but in something they carried with them … We can focus on what we’ve lost or on the life we have now. Health factors, shattering as they can be, are only part of the story. Experience helps older people moderate their expectations and makes them more resilient when things don’t go as hoped.”
Let that settle in. Are things going exactly the way you had planned or have you moderated your expectations and adapted?
Marketing communicators, take heed. Don’t group everyone over age 55 as one cohort. Do not talk at the 55+ demo. Look inside the life experiences of real people. Explore their aspirations. Realize how far they’ve come. Walk a mile in their shoes. Then talk with them. Ask them about the dreams and desires they very much still possess, even as the losses — professional, personal, family, physical, and mental health — pile up around them. Most of them don’t want to talk about the losses anyway. Sure, sometimes they do, perhaps with friends and family. But they also have so much more to offer. We just need to listen and respond in kind. After all, eventually, we will be them.
Brand marketers, let’s rethink our attitude about aging. Brands can change the conversation from one of being obsessed with anti-aging to one of aging gracefully and living better. A July 18, 2018, Media Post article says it well: “Too often the broader cultural conversation focuses on the ‘losses’ associated with age (from reduced cognition to limited physicality) and aging is primarily framed as a negative process. The loss-oriented language associated with the second half of life — ‘retirement,’ ‘empty nest,’ ‘downsizing’ — is particularly in need of a rethink, per the McCann report. There is an opportunity for brands to rewrite the narrative and focus on the plusses at every age. Two in three people 70 and older feel positive about the process of aging. This group also reports becoming more spiritual, liberal, and idealistic over time, as compared with their younger counterparts — adjectives not often associated with the older population. For many people, life gets better and fuller over time, but society conspires to convince us otherwise, concludes the report.”
Let’s not participate in the ageism conspiracy.
Let us instead recognize, as Leland posits, that “They (the oldest old) are us — if not now, then someday. And if we are not willing to learn from them, we will miss important lessons about what it means to be human. Old age is the last thing we’ll ever do, and it might teach us about how to live now.”
Steve Johnson is managing partner of Riger Marketing Communications. Contact him at sdjohnson@riger.com
Community Foundation announces $50K Community Choice Awards
UTICA — The Community Foundation of Herkimer and Oneida Counties announced it is hosting its first Community Choice Awards, a $50,000 grantmaking contest that incorporates public voting to help determine the recipients of five $10,000 grants to local nonprofits. Nonprofit organizations in Herkimer and Oneida counties are invited to submit grant proposals for projects in
Become a Central New York Business Journal subscriber and get immediate access to all of our subscriber-only content and much more.
Click here to purchase a paywall bypass link for this article.
UTICA — The Community Foundation of Herkimer and Oneida Counties announced it is hosting its first Community Choice Awards, a $50,000 grantmaking contest that incorporates public voting to help determine the recipients of five $10,000 grants to local nonprofits.
Nonprofit organizations in Herkimer and Oneida counties are invited to submit grant proposals for projects in the following categories: animals, arts and culture, health and wellness, human service, and youth. Community Foundation staff in consultation with category sponsors will select three finalists in each category with the winners to be determined by a public vote in September, according to a new release from the foundation.
“Determining which organizations are deserving of a grant requires a lot of input and the Community Choice Awards is a unique opportunity for community members to share their insight about which nonprofits are most valued in our community,” Alicia Dicks, president/CEO of the Community Foundation of Herkimer and Oneida Counties, said in the release.
Five of the Community Foundation’s donor-advised funds are sponsoring the contest including: Staffworks Charitable Fund, Bull Family Fund, Mele Family Fund, Ron & Sheila Cuccaro Family Fund, and M&T Bank/Partners Trust Bank Charitable Fund.
Interested nonprofits must apply by Tuesday, Aug. 24 to be considered for participation. For more information on the rules and regulations of the contest and to apply, Visit www.ccawards.org.
This Nation is Trying Some Very New Strategies
Let’s objectively see if they work For this discussion, let us set Donald Trump aside. Let us ignore him. It’s not easy, because he seems to be everywhere. Let us look at the latest U.S. policies. He will get credit for all. But the policies are really created by many people. They have been itching for
Become a Central New York Business Journal subscriber and get immediate access to all of our subscriber-only content and much more.
Click here to purchase a paywall bypass link for this article.
Let’s objectively see if they work
For this discussion, let us set Donald Trump aside. Let us ignore him. It’s not easy, because he seems to be everywhere.
Let us look at the latest U.S. policies. He will get credit for all. But the policies are really created by many people. They have been itching for years to shape such. At last they are in positions to do so. Their leader looks kindly on their proposals.
Imagine a dry-as-dust professor, lecturing on Strategies 101 — utterly objectively with no political bias. I suspect the prof would explore some of our current strategies. Because they differ a lot from our previous strategies. For that reason alone, they are interesting.
For instance, we have gone on the attack on trade. We have taken the fight to our trading partners — with all guns (or tariff threats) blazing. We are forcing these partners to react to our demands. We are not going into negotiations saying, “Let us discuss our issues.” We are, instead, opening with: “You are screwing us! This must stop! Here is a list of our demands.”
Of course, this is a negotiating strategy. It flings the other side onto defense from the start. It is also a strategy to try to change the assumptions on both sides. That is a particularly important ingredient. European leaders, for instance, have long assumed that they deserved to run trade imbalances with us. Ditto for many American leaders. We are attempting to change that thinking, those assumptions.
The Chinese — and American leaders as well — have long assumed that the Chinese could impose their self-serving rules upon us. And that we would complain, but do nothing about them. The Chinese assumed we are so desperate for their cheap goods we would continue to cave.
The North Koreans assumed we would not get serious about their nuclear threat. They assumed our strategy would remain as it was. We would pretend to bring pressure and they would pretend to respond, while building nuclear firepower.
America obviously is trying a new policy. We have lined up support from countries in the region. We have told China and Russia they will suffer repercussions if they don’t also bring pressure. We have told Kim to shut his yap. And to do his talking at a negotiating table.
We are trying new policies with NATO as well. For years, our policy was to suggest to NATO countries that they pony up money for their defense — to meet their treaty obligations. But that policy had no urgency to it. We never pushed hard. Today we do. Today we embarrass them publicly. “You are screwing us with your puny defense spending! Here’s what we want from you.”
We are challenging old assumptions at the UN, as well as in the Middle East.
We are trying new policies with our borders and with illegal immigration. We are also looking at changing our policies on legal immigrants.
Our economic policy certainly differs from what it was. It is not really new. It copies much of Reagan’s policy and JFK’s. Thus far, it is getting similar results.
If the dry old prof was smart, he (or she) would keep Trump’s name out of the discussion. He would know that it instantly colors people’s thinking. It prejudices their thoughts one way or the other.
If he was wise he would urge students to look objectively at these policies — to monitor and assess their effect. To measure if they succeed or fail. Or don’t move the needle at all.
He might suggest to students they live in a time when major policies of this country are changing. And that “change” may change the thinking of millions in this world. Perhaps for the better. Perhaps for the worse.
Anthropologist Margaret Mead told us to: “Never doubt that a small group of thoughtful, committed, citizens can change the world. Indeed, it is the only thing that ever has.”
These truly are extraordinary times.
From Tom…as in Morgan.
Tom Morgan writes about political, financial, and other subjects from his home in upstate New York. You can write to Tom at tomasinmorgan@yahoo.com. Read more of his writing at tomasinmorgan.com
Property Taxes, Public Trust, Education Among Public Concerns
People are concerned about the direction our state is headed. We have some of the highest property taxes in the U.S., a sluggish economy, and an onslaught of corruption cases and other scandals involving taxpayer dollars. The following are some questions I am frequently asked on these important issues and some ideas on how to
Become a Central New York Business Journal subscriber and get immediate access to all of our subscriber-only content and much more.
Click here to purchase a paywall bypass link for this article.
People are concerned about the direction our state is headed. We have some of the highest property taxes in the U.S., a sluggish economy, and an onslaught of corruption cases and other scandals involving taxpayer dollars. The following are some questions I am frequently asked on these important issues and some ideas on how to change and improve state government.
What is the biggest problem with Albany?
There is a general lack of transparency in the way the state legislature conducts business. For example, although New York has a massive budget, most of it is negotiated behind closed doors by what has come to be known as “three men in a room”— the governor, Assembly speaker, and Senate majority leader. This process should be opened up to allow rank and file members and the public to have more of a voice. The same goes for general legislation. For major pieces of legislation, there should be public hearings where proponents and opponents of the legislation testify. This might give legislators perspectives that they may not have considered and could result in the proposed legislation being improved.
How do we weed out corruption and special-interest control in Albany?
I have seen firsthand how the lack of transparency and the consolidation of power in the hands of a few has had a corrupting influence and has often led to the enactment of poor public policy. Pay-to-play has dominated state government for too long. For these reasons, I co-sponsor the Public Officers Accountability Act (A. 5864) which among other things would: (1) establish crimes against the public trust; (2) create a new crime for failure to report corruption; (3) reform legislative grants to prevent conflicts of interest; and (4) implement term limits for legislative leaders and committee chairs.
What are your thoughts on Common Core and the Board of Regents?
The roll out of the Common Core curriculum and the efforts to tie teacher’s evaluations to standardized test scores was deeply flawed. It was defective because it was a top-down approach. The “one-size-fits-all” tactic does not work for our education system and does a disservice to our teachers and to our students. I am not against minimum standards, but I continue to be opposed to taking power away from local school districts. They are in the best position to know their schools, students and teachers. I would like to reform the way our state’s Board of Regents is appointed. Because they are appointed by the legislature with each member getting one vote (Assembly member and senator) the appointments are controlled by the Assembly speaker who is not accountable to anyone but his constituents and conference. At the very least, the governor should have the appointment power with the consent of the State Senate. Theoretically, the governor is accountable to all the voters of the state and accordingly the Board of Regents would, in turn, be more accountable.
What is the most pressing issue facing our area?
The economy is the number one issue I hear about from constituents. Most say taxes are too high and, as a result, we are losing people and businesses to other parts of the country. New York’s property tax burden is one of the highest in the nation thanks in large part to state mandates, particularly Medicaid. For that reason, I support a state takeover of the local share of Medicaid for counties outside of New York City over a 10-year period and a 50 percent takeover of New York City’s Medicaid costs over a 20-year period. The state has already provided some relief to the counties by capping counties’ Medicaid costs. This has lessened the burden on counties by $3.3 billion. A complete takeover would build on these savings. This legislation also would require that all local savings resulting from the takeover would be required to be passed directly on to the property taxpayer. I also support the creation of the Real Property Tax Redesign Team which would identify mandates to be funded or revoked by the state in order to accomplish $500 million in annual savings to localities.
There is no lack of solutions to the many problems of our state government. The real challenge is finding the political will to enact the much-needed reforms.
William (Will) A. Barclay is the Republican representative of the 120th New York Assembly District, which encompasses most of Oswego County, including the cities of Oswego and Fulton, as well as the town of Lysander in Onondaga County and town of Ellisburg in Jefferson County. Contact him at barclaw@assembly.state.ny.us, or (315) 598-5185.
The Martin J. Whitman School of Management at Syracuse University
The Martin J. Whitman School of Management at Syracuse University has created a new leadership position, executive director of administration and strategic initiatives, appointing KEVIN COATES, formerly director of budget, finance and business analytics, to the role. The new position is intended to advance the implementation of the Whitman School’s strategic plan. Coates came to
Become a Central New York Business Journal subscriber and get immediate access to all of our subscriber-only content and much more.
Click here to purchase a paywall bypass link for this article.
The Martin J. Whitman School of Management at Syracuse University has created a new leadership position, executive director of administration and strategic initiatives, appointing KEVIN COATES, formerly director of budget, finance and business analytics, to the role. The new position is intended to advance the implementation of the Whitman School’s strategic plan. Coates came to the Whitman School in 2016 and previously served in an administrative role at Cornell University, where he was responsible for analytics, financial metrics, and reporting. Coates was instrumental in building a business intelligence team for Cornell’s alumni affairs and development office. He earned a bachelor of business administration degree from SUNY Polytechnic Institute in Utica. The Whitman School has also created another new leadership position, associate dean for global initiatives, appointing EUNKYU LEE professor of marketing. The new position was created to champion and facilitate the school’s many international research and educational efforts. He came to the Whitman School in 2000. Lee has served as Ph.D. program director and chair of the department of marketing while continuing his research on brand-positioning strategies, distribution channel management, and competitive marketing strategy. He also teaches brand-management classes to undergraduate and graduate students, as well as a Ph.D. seminar focused on distribution channel management. Lee earned an MBA and Ph.D. in marketing from Duke University.
HEIDI HIGGINS, a resident of Tioga County for more than 30 years, recently joined the Waverly office of the financial services firm Edward Jones as a branch office administrator trainee.
Become a Central New York Business Journal subscriber and get immediate access to all of our subscriber-only content and much more.
Click here to purchase a paywall bypass link for this article.
HEIDI HIGGINS, a resident of Tioga County for more than 30 years, recently joined the Waverly office of the financial services firm Edward Jones as a branch office administrator trainee.
NICOLE ROGERS, a family nurse practitioner (FNP), has joined the staff of Oswego Health’s PrimeCare office in Fulton. She recently completed the family nurse practitioner program at Upstate Medical University and earned her FNP certification from the American Association of Nurse Practitioners. After earning her certification, Rogers delivered primary care services at the Oswego office
Become a Central New York Business Journal subscriber and get immediate access to all of our subscriber-only content and much more.
Click here to purchase a paywall bypass link for this article.
NICOLE ROGERS, a family nurse practitioner (FNP), has joined the staff of Oswego Health’s PrimeCare office in Fulton. She recently completed the family nurse practitioner program at Upstate Medical University and earned her FNP certification from the American Association of Nurse Practitioners. After earning her certification, Rogers delivered primary care services at the Oswego office of Renato Mandanas, M.D. She previously worked at Upstate University Hospital as registered nurse while pursuing her master’s degree. At Upstate, her care experiences included working in various departments such as surgical/trauma/ENT, general surgery, bariatric surgery, and clinical documentation improvement.
ALIVIA JENNINGS, home health aide and JENNIFER TOPER, care transitions manager have joined HCR Home Care’s Onondaga County operations.
Become a Central New York Business Journal subscriber and get immediate access to all of our subscriber-only content and much more.
Click here to purchase a paywall bypass link for this article.
ALIVIA JENNINGS, home health aide and JENNIFER TOPER, care transitions manager have joined HCR Home Care’s Onondaga County operations.
Nascentia Health has added the following individuals to its team. The Certified Home Health Agency (CHHA) has added KEISHA BOYD, licensed practical nurse; AMY ERNST, registered nurse; DIANA FARNETI, quality assurance coordinator; RACHAEL GROSVENOR, registered nurse; ANNMARIE MESICK, home care coordinator; LAURA ROBERTS, home health aide training coordinator; DANIELLE SHERIFF, registered nurse; JUSTIN WATERS, physical
Become a Central New York Business Journal subscriber and get immediate access to all of our subscriber-only content and much more.
Click here to purchase a paywall bypass link for this article.
Nascentia Health has added the following individuals to its team. The Certified Home Health Agency (CHHA) has added KEISHA BOYD, licensed practical nurse; AMY ERNST, registered nurse; DIANA FARNETI, quality assurance coordinator; RACHAEL GROSVENOR, registered nurse; ANNMARIE MESICK, home care coordinator; LAURA ROBERTS, home health aide training coordinator; DANIELLE SHERIFF, registered nurse; JUSTIN WATERS, physical therapist; and AIMEE WILLIAMSON, registered nurse. The Licensed Home Care Service Agency (LHCSA) has added as home health aides: COURTNEY BROWN, BETH CUNNINGHAM, BILLIE JO FULLER, SARAH GONZALEZ, CHRISTINA GROESBECK, ABU MASSALAY, LYNNESIA MORRIS, ANNA PADILLA, KELSI SHOOP, TINA SPAULDING, NATHANIAL STAHL, and CARLA VAZQUEZ. The Managed Long-Term Care Program (MLTC) has added SHARON JONES, care coordinator; and SELENA NICHOLSON, transportation member services representative.
Bankers Healthcare Group (BHG)
Bankers Healthcare Group (BHG) recently hired two new employees in its Syracuse office. PATRICK THOMAS has joined as an art director. Prior to BHG, he worked as a creative services manager at Potratz Partners Advertising. TYLER HERRMAN has come aboard as a front-end web developer. Most recently, he worked as a web developer for Mindshare
Become a Central New York Business Journal subscriber and get immediate access to all of our subscriber-only content and much more.
Click here to purchase a paywall bypass link for this article.
Bankers Healthcare Group (BHG) recently hired two new employees in its Syracuse office. PATRICK THOMAS has joined as an art director. Prior to BHG, he worked as a creative services manager at Potratz Partners Advertising. TYLER HERRMAN has come aboard as a front-end web developer. Most recently, he worked as a web developer for Mindshare LLC.
Stay up-to-date on the companies, people and issues that impact businesses in Syracuse, Central New York and beyond.