Who does AARP target? A comprehensive breakdown of its diverse audience

While often associated with retirees, membership data shows that AARP's target demographic is far broader, with eligibility beginning at age 18. So, who does AARP target with its wide range of advocacy, services, and media? The organization focuses primarily on the 50+ population, but also actively engages younger generations through strategic campaigns and inclusive membership policies.

Quick Summary

AARP's target audience centers on the 50+ demographic, offering tailored benefits and advocacy, but strategically includes members as young as 18 to expand its influence and brand relevance.

Key Points

• Core Audience: AARP primarily targets Americans aged 50 and older, offering a wide range of services, benefits, and advocacy for this demographic.

• Broader Membership: Anyone 18 or older can join AARP to access most member benefits, although certain insurance products may have age restrictions.

• Strategic Outreach: The organization uses campaigns like "The younger you are, the more you need AARP" to appeal to Gen X and Millennials, highlighting the importance of long-term planning.

• Multigenerational Focus: AARP supports family caregivers and promotes age-friendly communities, demonstrating an understanding of how issues affect people of all ages.

• Financial Power: AARP's marketing emphasizes that the 50+ demographic is a financially powerful and influential consumer group, with significant economic impact.

• Diversified Messaging: AARP tailors its messaging and publications to distinct life stages within the 50+ group (50s, 60s, 70+), recognizing that it is not a monolithic demographic.

The Core Demographic: The 50+ Population

AARP's primary mission is centered on serving and advocating for Americans aged 50 and older. This includes offering member benefits, discounts, and providing information and resources relevant to this stage of life. AARP's media properties, including AARP The Magazine and AARP Bulletin, are specifically designed to cater to this core demographic. The organization also conducts extensive research to understand the needs of this audience, which includes a wide range of life stages and experiences. The 50+ population is recognized by AARP as a financially dominant and influential group with significant spending power and a growing interest in technology.

The financially influential 50+

AARP marketing materials consistently highlight the significant economic power of the 50+ demographic.

• They control a large portion of the nation's wealth.
• Their purchasing behavior and preferences significantly impact various industries.
• They are active online shoppers and tech users, contrary to outdated stereotypes.

Expanding the Reach to Younger Generations

While the primary focus is on the 50+ demographic, AARP has actively expanded its target audience to include younger people. Membership is open to anyone 18 or older, and AARP has explicitly framed its messaging to attract these new generations. The campaign tagline "The younger you are, the more you need AARP" is a clear example of this strategy, positioning the organization as a valuable resource for long-term planning.

The strategic approach to younger members

Reaching a younger audience is a key component of AARP's long-term strategy. This includes:

• Providing general discounts: The organization offers a wide range of discounts on travel, restaurants, and shopping that are not age-restricted, making membership appealing to a broader audience.
• Educational campaigns: AARP has developed campaigns to educate younger people on issues that will impact them later in life, such as long-term care planning.
• Using modern platforms: Outreach efforts utilize modern media platforms, including social media and digital content, to reach younger generations where they are.

Diverse Membership and Advocacy

AARP recognizes that its membership is not a monolith and advocates for a diverse range of needs and lifestyles. The organization's policy and advocacy work addresses a broad spectrum of issues that affect both older adults and their families, including economic security, healthcare, and consumer protection. This inclusive approach ensures AARP remains relevant to a wide base of supporters.

The multi-generational focus in action

• Family caregiving support: AARP provides resources and advocates for policies that support the millions of Americans who are caregivers for older loved ones.
• Intergenerational programs: Initiatives like the AARP Foundation's Experience Corps use older volunteers to help tutor young students, strengthening community ties.
• Age-friendly communities: AARP advocates for building inclusive communities that accommodate people of all ages, from improved transportation to affordable housing.

AARP Target Audience Comparison

Feature	50+ Primary Audience	18-49 Secondary Audience
Core Services	Advocacy for Social Security, Medicare, and age-related issues.	Advocacy on behalf of their parents/grandparents; general consumer protection.
Key Benefits	Access to exclusive insurance products and tailored health/financial planning resources.	Access to non-age-restricted discounts on travel, dining, and cell phone service.
Messaging	Focused on empowering people to live their best lives as they age.	Emphasizes the need for long-term planning and leverages universal discount appeal.
Engagement	High readership of publications like AARP The Magazine and Bulletin.	Higher engagement through digital channels, such as social media and the AARP Now app.

Conclusion: The Evolving Target

AARP's strategic targeting demonstrates a deep understanding of evolving demographics. The organization’s decision to drop “Retired Persons” from its name in 1999 reflects a broader shift towards representing an increasingly active and working 50+ population. By also embracing younger members and their families, AARP has secured its relevance across generations. Its marketing effectively combines the established, trust-based relationships with its core audience with modern, digital-savvy messaging to attract new members. This multi-pronged approach ensures that while the mission remains centered on empowering the 50+, the organization continues to grow and advocate for an even wider, more diverse American populace.

Visit AARP's official website to learn more about its mission and programs.

Frequently Asked Questions

Does AARP only target retired people?

No, AARP does not exclusively target retired people. While it was once known as the American Association of Retired Persons, the organization officially dropped that full name in 1999 because a significant portion of its membership was still working.

Do you have to be 50 to join AARP?

No, anyone 18 or older can join AARP. While the organization's mission is focused on the needs of the 50+ population, younger members can access a variety of benefits and discounts.

Why would someone under 50 join AARP?

Many people under 50 join AARP to take advantage of member benefits like discounts on travel, restaurants, and shopping. Some are also interested in the resources and advocacy for their parents or to help with long-term financial and health planning.

Does AARP market to different age groups within the 50+ category?

Yes, AARP recognizes that the 50+ demographic is diverse and tailors its content and messaging to different life stages within this group. For example, AARP The Magazine offers three different demographic editions for readers in their 50s, 60s, and 70+ years.

How does AARP appeal to a more diverse and tech-savvy audience?

AARP actively works to defy ageist stereotypes by using modern, inclusive imagery in its media and advertising. The organization also targets the 50+ population as being tech-savvy and uses a multi-channel approach that includes digital and social media.

Does AARP target marketers and advertisers?

Yes, through its AARP Media Advertising Network, the organization targets marketers by emphasizing the financial power and engagement of the 50+ demographic. It positions itself as a prime channel for brands seeking to reach this audience.

What issues does AARP advocate for across different generations?

AARP advocates for policies that impact older Americans and their families, such as securing Social Security and Medicare, improving healthcare, supporting family caregivers, and combating age discrimination. These issues often have ripple effects that concern people of all ages.