In Ghana, the older generation holds an immense amount of untapped potential for brands. They may not be called “Baby Boomers” as in Western contexts, but this demographic—largely aged 60 and above—represents an influential group with spending power that shapes industries like agriculture, real estate, healthcare, and tourism. They’re deeply loyal, not just to the brands they trust but to their communities and traditional values.
However, like the term “Baby Boomers,” the perception of older Ghanaians often comes with stereotypes. It’s time for marketers to break free from these misconceptions and embrace this key demographic in a more meaningful and respectful way.
Who Are Ghana’s Older Generation?
Ghana’s senior citizens grew up in an era of immense change. Born in the years leading up to or just after independence, this group has witnessed Ghana’s transition from colonial rule to a thriving democracy. Today, most of them are in their 60s or older, entering retirement or enjoying the benefits of a life well-lived.
Many of them have played pivotal roles in shaping modern Ghana—working as farmers, traders, educators, healthcare professionals, and civil servants. Now, their focus has shifted to enjoying their retirement, preserving their health, and leaving a legacy for their children and grandchildren.
While this group holds strong values rooted in Ghanaian traditions, they are not disconnected from modern trends. They are active participants in their communities, embrace technology in practical ways (like mobile money), and show interest in wellness and financial planning.
Unfortunately, misconceptions about older Ghanaians—such as being slow to adopt new trends or resistant to change—can prevent brands from engaging with them effectively.
Stereotypes Hurt Brands and Businesses in Ghana
Just as stereotypes harm individuals, they can also harm businesses. Misunderstanding Ghana’s older generation can lead to missed opportunities, poorly targeted campaigns, and the loss of valuable insights.
Missed Marketing Opportunities
Overlooking the older demographic means ignoring a group with disposable income and the ability to influence household decisions. This group often has a say in major purchases, such as land, building materials, or even family vacations. Their loyalty to trusted brands also offers a unique opportunity for businesses to build long-term relationships.
For instance, industries like health and wellness, domestic travel, and even leisure activities could cater more directly to older Ghanaians who are looking for ways to improve their quality of life during retirement.
Inaccurate Marketing Strategies
Assuming that older Ghanaians are out of touch with technology or uninterested in modern conveniences is a costly mistake. Many of them use smartphones for social media, mobile banking, and WhatsApp to stay connected with their families. Brands that assume otherwise risk alienating this group with outdated or irrelevant messaging.
Loss of Valuable Insights
Brands that overlook older employees or customers miss out on wisdom and lived experiences that could shape better strategies. In Ghana, elders are highly respected for their insights. By dismissing their perspectives, businesses lose opportunities to tap into cultural values and community-based approaches that could strengthen their brand presence.
How Marketers Can Engage Ghana’s Older Generation
To effectively connect with this group, Ghanaian marketers need to adopt a more inclusive and thoughtful approach.
Understand Their Needs and Aspirations
Develop rich customer profiles for older Ghanaians by conducting surveys, focus groups, and interviews. This will help uncover what motivates them—whether it’s prioritizing family, focusing on health, or planning their finances.
AI tools can also help analyze data and identify trends, enabling brands to create content that resonates with this group.
Use Respectful and Relevant Language
Avoid patronizing terms or outdated references. Instead of using phrases like “old people,” frame messaging around their active lifestyles and contributions to society. Terms like “community elders” or “seasoned citizens” reflect respect and value.
Focus on Value and Trust
Older Ghanaians are often price-conscious, especially as they plan for retirement. Highlight the value of your offerings upfront, and provide affordable options or discounts where possible. Loyalty programs could also encourage repeat purchases.
Provide Useful and Accessible Content
Older audiences in Ghana value information that helps them make informed decisions. Content should be clear, direct, and practical. Blog posts, radio discussions, and videos about health tips, financial planning, or agricultural best practices can go a long way in building trust.
Additionally, testimonials from peers and trusted community figures can make your messaging more impactful, as this group places high value on social proof and word-of-mouth recommendations.
Real-World Applications: Engaging Older Ghanaians
Here are some practical examples of how brands can connect with this audience:
- Health and Wellness Campaigns: A local healthcare provider could run a campaign offering free health screenings for older adults, with personalized follow-ups to promote health packages.
- Financial Planning Workshops: A bank could host workshops teaching senior citizens how to manage retirement savings using mobile banking apps.
- Cultural Tourism: A domestic travel agency could create packages for seniors to visit heritage sites like Cape Coast Castle or Mole National Park, offering discounts for group bookings.
- Tech Literacy Drives: A telecom company could offer free training sessions on using mobile money and social media platforms, empowering older customers to stay connected.
Why It Matters
Ghana’s older generation is a vital part of the economy, community, and culture. By embracing their unique qualities and addressing their specific needs, brands can tap into a loyal and influential audience. This demographic is ready to engage, provided businesses approach them with respect, relevance, and authenticity.
It’s time for Ghanaian marketers to retire outdated stereotypes and create strategies that celebrate the contributions and potential of this generation. Doing so will not only drive business growth but also foster stronger connections with a group that has helped shape the nation we know today.