Evergreen Club, an online community platform for people over 50 in India, has launched a social media network called Club for senior citizens to connect with each other.
A report revealed that more than 90% of elderly users in India use existing social media platforms to connect with family and friends.
Tapan Mishra, the founder of Evergreen Club, said the club is designed specifically to create a safe space for the elderly. It is also intended to be a space for peer learning, exchanging ideas and sharing life highlights for its target audience.
“With increasing urbanization and lifestyle changes, I believe we need to create safe spaces online to meet the specific needs of a particular group,” Mishra said. Asia-Pacific Campaign. “This elderly community has always been underserved. In India alone, the number of elderly people reaches up to 250 million, including a considerable number of [around 30%] are compatible with the technology if we take WhatsApp’s user base as a proxy.”
Mishra added that since he has been working with this community for half a decade, he has heard complaints from older people that companies either disregard their needs or produce products without understanding their needs.
“With Evergreen Club, we have been able to understand the needs of our audience through our close official groups and also through our hosts who run various sessions,” he said. “Through this, Evergreen Club observed that users were eager to share the lessons of the sessions, their artwork, their performances and also to engage in the exchange of appreciation and motivation from others throughout. their next phase of life’s journey,” he adds.
Mishra said Club is different from existing services because it’s a “judgment-free platform” where older people can feel like they belong and can generate and consume content that is relevant to them.
“If they’re on other social media platforms, there will be content that may not resonate with them at all given that much of the content is created by a younger generation or two. That’s what we offer as Evergreen Club, a platform where older people can find purpose through our sessions and our Club,” he said.
Unlike major social media platforms, Evergreen Club currently has no plans to monetize the platform and serve ads, as Mishra said the current focus is on building a community. .
“Monetization will be launched at the right time. However, when we monetize, while ads are one way to do that, our primary focus will be to maintain a superior user experience and not let ads affect the experience,” he explained.
The app is currently open to all seniors with ease of access through a website presence as well as an app on iOS and Android. While the offering in its current form and structure is set to expand globally, the brand will first cater to the needs of the Indian market in the current year.
Mishra said, “We try to be as inclusive as possible for this audience. Our main user base is spread all over India, but we also have a few users across borders.”