• by Ashley Carelock , April 22, 2013

Blame the sexual revolution, but here’s a newsflash: Boomers and seniors have sex. Go ahead, children of Boomers, cringe. But on a more serious note, it looks like too many are throwing caution to the wind when it comes to protection and attention to their sexual health.

In South Korea, a Ministry of Health and Welfare survey reported that more than 66% of those over 55 (what they’re calling “elderly” … ugh) have active sex lives, and more than 50% surveyed used erectile dysfuntion pills. Score one for Viagra and Cialis.

But score zero for Trojan and Durex. When it comes to their behavior, Boomers are far from “safe.” More than 26% said they never used condoms, 28% occasionally used them, and 78% had never undergone an sexually transmitted disease test. The number of those over 45 who had visited the hospital suffering from STDs increased from around 10,000 in 2006 to more than 17,000 in 2010. There’s growing concern over this pattern as the country ages.

Here in the States, where the 55+ segment continues to grow at a much faster rate than the 18-34s, it’s a topic that often brings more snickers than solutions. An Eon.com survey found that about 45% of Boomers report having sex at least once per week despite the long-held belief that sex becomes less important as people age. 

Nevertheless, there’s an equal lack of concern when it comes to being safe. The New York Times reported that, while many Boomers still celebrate their sexuality, that vigorous sex life carries the same risk of STDs as it does for younger people. 

The most recent Centers for Disease Control information (and it’s from 2011) reveals there were more than 12,000 cases of gonorrhea, 2,600 cases of syphilis and more than 22,000 cases of chlamydia in people ages 45 to 64. Web portal SaferSex4Seniors reports that the rate of STDs among active older adults has risen over 70% since 2009. Researchers also point to a rise in the number of adults over 50 seeking treatment for the virus that causes AIDS. 

Obviously, there’s an opportunity for brands, marketers and businesses to tackle the root of the problem. While young adults are considerably more likely to say they use contraceptives to avoid pregnancy, those over 45 are more likely than their younger counterparts to use them to avoid STDs, indicating that there’s demand among mature adults who are either not in a committed relationship or have a partner with an STD. However, the challenge still lies in motivating the sexually active to get tested and use the products.

Boomers could be targeted by making health screenings like HIV tests free at outlets such as increasingly prominent in-store clinics, which could also offer education or counseling services. And because drug stores are high-traffic destinations, there is an opportunity for healthcare brands to reach this demographic with messages encouraging safe sex. Pharma companies could show foresight in social responsibility by providing educational literature with those ED prescriptions or by partnering with condom brands for special campaigns or promotions. 

Other strategies could include messaging designed to raise awareness of specialty products: Think Trojan Stimulations Ecstasy and the like. Given their somewhat higher incomes, Boomers would probably be willing to pay premiums for such products. 

Even in the long-term care industry, experts urge operators to not only respect residents’ rights to make decisions about their sexuality and intimacy, but to provide opportunities and physical accommodations for such behavior as well. Those operators could be proactive by inviting local health or educational organizations to conduct programs on sexual health and safer sex specifically for that demographic.

Just because pregnancy may no longer be an issue, health issues know no age limit. As they say, do it. Safely.