Understanding  Empty Nesters

Empty nesters refer to parents who have children that have grown up and left home. This creates a situation where the parents are now living alone in their homes, without the need for child-rearing responsibilities.

Who Are Empty Nesters?

The definition of empty nesters is often given to parents whose children have reached adulthood and moved out of the family home. However, it can also be used to describe individuals who leave their hometowns for new opportunities such as work or higher education.

What Are Some Characteristics of Empty Nesters?

  • Increased disposable income: With fewer expenses related to raising kids, empty nesters may find themselves with more money than they've had in years.
  • Changes in housing requirements: As children move away from home, many empty nesters adjust their living arrangements by downsizing or relocating.
  • Work-life balance priorities: With less focus on parenting duties, some empty nesters prioritize travel, hobbies or volunteer work.

Marketing Strategies for Reaching Empty Nesters

When marketing products or services targeted towards “empty-nesters”, it's essential to use strategies that emphasize independence and self-care while still tapping into emotional needs about life transitions:

1) Retirement Marketing

Retirement-related goods and services can target this demographic effectively since much of it revolves around self-reflection on life-changing decisions like career changes leaving home buying issues behind etc isn`t retirement better spent when everything one worked hard for all his/her life is set? Financial advisors should tap into concerns over estate planning as well.

2) Senior Citizen Marketing

Healthy lifestyle choices should be emphasized especially regarding physical activity food signs; trends include online fitness classes/programs designed just sixties-seventies age groups which increase social interaction amongst peers seniors` clubs are also steadily growing worldwide advertising here would be beneficial.

3) Aging Population Marketing

There's no denying people get older every day, and as such, they undergo a range of lifestyle shifts those marketing products relevant to these changes can benefit more than targeting specifically empty nesters. For example - disability home care services like alerts may prove beneficial for aging population groups.

4) Golden Years Marketing

This target represents individuals who have reached their post- retirement phase but still relatively active both socially and physically.they prefer global travel experiences/holidays in the post-pandemic world; such businesses like adventure activity planning, specialty food tours or bespoke event catering should focus on this age group would be advisable spending habits also dictate luxury-brand preference hence particularly suited gold years’ market.`

Unique Messaging Examples Targeted at Empty Nesters:

  • “Embrace Your Freedom by Traveling with Us!”
  • “No More Worries About Bill Payment: You Deserve A Break!”
  • "You've Reached New Heights in Life: Enjoy Adventures No Matter Where Your Journey Takes You!"


  1. Avery, R., Hamilton-Smith J., & Littlewood D.(2020).Retirement Migration,Tourism & Social Exclusion.Oxford University Press.
    2 .Kimberly G. Phillips (2018). The Aging Population in Healthcare.Himss Media Publication.
    3.R.Gibson(2016).Marketing to Seniors.Palgrave Macmillan Publications,Yorkshire UK,
    4.Maria E Kronenfeld (2021):Aging Issues-An Introduction To Gerontology,Lecturer notes series,Kronenfeld Academic Publishing
    5.M.A.Johnson(2019).Beyond Retirement.Berkeley CA:Wealth LLC(unittested)
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