Marketers, Don't Tick of My Dad (and Other Senior Citizens)!

This week my ClickZ marketing column ("Hey Marketers, Please Don't Tick off My Dad") centers around an issue a bit closer to home than I care to acknowledge:  the vulnerability of our senior citizens.  We see this issue discussed in CGM venues a fair amount, but the issue is uniquely personal because I've been spending lots of time with my parents this week (along with my six siblings) here in my hometown of Pasadena.  My 84-year old father just underwent surgery for early stage cancer, and we're all here to provide support and send good vibes.   Spending time with him, as well as my mother (who has early stage Alzheimers), at their new assisted living facility has found me reflecting hard on all the issues surrounding our aging population. Further prodding my consciousness was a deeply moving front page article in the New York Times two weeks ago ("Bilking the Elderly, With a Corporate Assist.") documenting how unscrupulous hucksters buy readily available targeted mailing lists from respectable firms to lure senior citizens into coughing up personal identity, bank account information, and more. When I read the story, especially the part about one particular senior who found himself fleeced by scammers who preyed on his need to feel "connected" and to have "someone to talk to," it was hard not to see my father, or my mother, or my now-deceased Aunt Sal, who constantly fell for the plethora of bogus sweepstakes offers that inundated her mail box in her final years.  Each of us in marketing has a vested interest in protecting Mom and Dad, figuratively speaking, and those who can't always help themselves, from such abuse. Importantly, we need to be extra sensitive to the potential for our excitement and exuberance over this new "conversational" movement to be turned on its head by scammers.  As I note in my column:

As purveyors and ambassadors of the Web 2.0 movement, we have a vested interest in ensuring our "join the conversation" hoopla doesn't become another convenient entry point for manipulation, deceit, dishonesty, and abuse.

And so I offer in my ClickZ article "Ten Strategies to Protect Our Parents from Marketers."  I know that may sound a tad ironic -- make no mistake, I'm a passionate marketer -- but at some point we to draw more disciplined rules of engagement, and perhaps even use the power of CGM and social media to drive more accountability.  It's not a complete list of advice, but a good starting point.  A special thanks to my long-time colleague Sue MacDonald, with whom I constantly trade notes (and sobering stories) about our aging parents, for help with my list. I welcome your feedback.    

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THE LISTENING POST:  Speaking of feedback, I've already received some extremely thoughtful feedback, and I thought I'd share a few comments below. 

From Joy Loverde or ElderlyIndustry.com

I'm compelled to write and thank you for writing "Marketers, Please Don't Tick off My Dad." Sadly, by the time a reader finishes reading your article, hundreds more elderly people will have been scammed. We can only hope that you influenced many family members to take action and check in with their parents before it's too late.

 From Donna

THANKS.  We are the caregivers for an 85 year old Uncle who falls for every letter asking for handouts. Yesterday he said he hopes the veterans get the money he has been sending them. He sends money every week to one group or another- enjoying the preprinted thank yous- and photos.  He displays them thinking they are real- that he is the only one who helped this...kid, soldier, fill in the blank. We have his power of attorney- but have not censored his mail. I wish we could have him on a do not solicit list. He is limited in his income and has no savings. Thanks, Pete for caring for those who can''t! ...And thanks for doing something about it!

 

Comments

[quickbooksguy]

That's a good list you started. The challenge is that there's marketers out there who want to take advantage of innocent people who can not defend themselves -- who can not protect themselves because they do not have the knowledge, the experience or the strength to dodge junk mail, over-anxious telemarkers, etc. I think this is why full-disclosure is important.

Hope your good vibes are helping your family.

- Wilder