Lucienne Morel
female · 76 ans · Widowed · 2 children
Chassal-Molinges, Saint-Claude (Jura) area, France
Retired farm and household worker · retired
"If it is clear, local, and truly useful, I will listen and I will act."
About
Lucienne is a widowed French retiree in her mid 70s living in a valley village near Saint Claude in the Jura, proud of staying independent in her old stone house. She keeps a small kitchen garden, heats partly with wood, shops simply at the boulangerie and the nearest Intermarché, and asks her pharmacist or GP before trusting any new product or service. She wants modern conveniences like online admin or delivery when it reduces effort, but she dislikes feeling pushed online and worries about mobility, rising costs, and access to local healthcare. The most effective hook is practical help that protects her autonomy, explained in plain language and carried by trusted local intermediaries such as the mairie, the pharmacy, or a neighbour network.
Power
Why is this persona strategic?
Lucienne represents older rural consumers who still anchor a large share of essential spending in groceries, home energy, and health related choices, while gradually adopting key digital behaviors for administration and occasional e commerce. She is reachable through local trust channels and regional public media, and converts when offers reduce physical strain and uncertainty, for example transport solutions, pharmacy linked services, or clear step by step guidance for appointments and paperwork.
What defines her socio-economic situation?
19%
are 70+ smartphone users who spend more than 2h/day on their phone, so she feels behind when family expects instant replies
ARCEP CREDOC 2025, 70+ ansShe relies mainly on a small pension and careful budgeting, with a life built around self provision and local mutual aid.
Low annual resources typical of older women with interrupted careers; fixed costs and heating needs make price rises feel immediate.
She left school early, is comfortable with practical paperwork, but can be cautious with complex digital steps and jargon.
Likely owns an older rural house, with maintenance and heating costs that require prioritising repairs over discretionary spending.
Low rent or none, but ongoing insurance, taxes, and repairs in an older home
Groceries plus boulangerie; seasonal garden reduces summer spend
Fuel for short trips and occasional taxi or neighbour help when mobility is constrained
Mutuelle and out of pocket pharmacy items; health spending rises with age
Association fees, small outings, occasional café
Practical clothing and household basics, rarely impulsive
Small buffer for winter heating and unexpected repairs
Mobile plan and basic internet if equipped
- Heating and home safety
- Pharmacy and medical care
- Groceries that last and are familiar
- Premium brands with unclear benefit
- Frequent device upgrades
- Delivery fees unless necessary
She prefers paying in store, keeps receipts, and avoids unfamiliar online payment flows unless guided by family.
What drives her decisions?
50%
use the internet for online administrative procedures, so she will do them if she can follow a guided checklist from a trusted source
Baromètre du numérique 2024, 70+ ans- Trust is inherited through local reputation, not through advertising
- She prefers brands that explain simply and show real local availability
- She is loyal once a service proves reliable over time
What cultural context shapes her expectations?
43%
of people aged 70+ keep the same smartphone for 3 years or more, so she avoids change unless it is forced by breakdowns
Baromètre du numérique 2024, 70+ ansLucienne embodies the older Jura countryside: modest, practical, and socially anchored. She is not anti digital, but she wants technology to stay in its place, serving daily life rather than replacing human contact. She will advocate for solutions that keep services local and reduce dependence.
In France, older rural consumers expect institutions and brands to be precise, modest, and consistent. Claims must be backed by clear steps and visible local points of contact, or they are dismissed as talk.
Village life revolves around the mairie, the pharmacy, the local GP, and associations that replace missing services. Information travels through notice boards, the municipal bulletin, and neighbour conversations more than through influencers.
Spending is morally framed around necessity and fairness. People compare prices quietly and dislike messages that feel like lecturing or urban condescension.
Local produce and short supply chains · Repairing and keeping devices longer · Practical home safety adaptations · Walks and gentle outdoor activities
Overly youthful advertising codes · Too many app steps for a simple task · Pushy sales calls or aggressive promos · Flashy luxury signalling
Pharmacy led services and appointment support · Municipal digital help desks · Simplified e government guidance · Home delivery for heavy staples when mobility drops
What are her key lifestyle behaviors?
1h53/day
spent online as a 65+ user, but she concentrates it on a few practical tasks and family contact
Médiamétrie 2024, 65+ ansWalking is her low effort way to stay mobile and keep social ties alive.
Short walks 3 to 5 times per week, weather permitting
Village walks · Easy randonnée club outings
Maintain balance and joints · See neighbours · Clear her head
Health choices are delegated to trusted professionals, not trend content.
Pharmacy visits 1 to 2 times per month; GP as needed
Basic skincare · Compression socks if prescribed · Over the counter pain relief
Prevent decline · Sleep better · Manage aches
Regional TV and radio are her daily rhythm and her shared conversation topics.
France 3 regional news and local radio at fixed hours
Regional news · Weather and roads · Local events
Television · Radio · Municipal bulletin
Hands and mind busy hobbies help her feel useful and calm.
Knitting · Traditional cooking · Gardening
Village association · Randonnée club
Social Life
Her social life is organised through village groups and shared responsibilities.
Boulangerie
Village hall meals
Not relevant
Not relevant
Signature
She keeps a garden ledger and a paper list for every trip, then checks Facebook only to confirm family news.
What media does she trust?
2,786k
monthly print audience for Notre Temps aligns with her practical retirement focused reading habits
ACPM OneNext S2 2025Where does she shop?
19.5%
of retirees budget share goes to food and non alcoholic beverages, reinforcing her focus on groceries and pantry basics
Insee Budget de famille 2017, retraitésShe mixes one main supermarket trip with frequent proximity top ups for bread and fresh items.
Home spending is reactive: she prioritises safety and heating reliability over aesthetics.
She trusts institutions with a physical desk and recognisable staff, especially for money and admin.
How do we reach her effectively?
1h53/day
online time for 65+ means digital can work if it is simple and locally anchored, but it cannot replace offline trust building
Médiamétrie 2024, 65+ anseffectiveness
Fits her routine and is perceived as public service, not advertising.
Regional TV is trusted and watched habitually for local information.
Official looking information reduces perceived scam risk.
Seen during errands; endorsement by place increases credibility.
effectiveness
Works for reminders and simple offers, but needs offline follow up.
High trust setting if the offer is useful and not salesy.
Use concrete promises tied to daily effort saved, with step by step instructions, local points of contact, and visible accountability. Prefer calm language, large print, and examples rooted in rural life such as pharmacy advice, mairie information, and winter constraints.
Abstract brand storytelling, youth coded visuals, pressure tactics, or app first messages that imply she is incompetent. Avoid jargon about digital transformation, and avoid making her feel judged for not being online often.
How does she move through the buying journey?
57%
of 65+ online time is on smartphone in some reports, so mobile first simplicity matters when she does go online
Orange Médiamétrie 2023, 65+ ansAwareness
"Is this for people like me, here, now"
- Seen at mairie or pharmacy
- Neighbour mentions it
- France 3
- Ici Besançon
- Mairie bulletin
- Pharmacy poster
- ✕ Distrust of commercial motives
- ✕ Fear of complexity
Consideration
"Will this actually work and who helps if it fails"
- Step by step leaflet
- A trusted person offers to show it once
- Phone call
- In person at pharmacy
- Family advice
- ✕ Unclear pricing
- ✕ No human support
Decision
"I will try if it reduces effort immediately"
- Immediate benefit such as delivery or appointment booking
- In store signup
- Phone signup
- ✕ Upfront payment fear
- ✕ Paperwork fatigue
Loyalty
"If it stays reliable, I keep it"
- Reliable winter performance
- Good customer support
- Repeat visits
- Printed reminders
- Optional Facebook updates
- ✕ Service inconsistency
- ✕ Staff changes
Advocacy
"I recommend only what I trust"
- A neighbour benefits directly
- A clear success story
- Village association
- Neighbours
- Family group on Facebook
- ✕ Fear of misleading others
How do we convert her?
23.7%
of 75+ bought online in the last 12 months, so she will convert digitally mainly when it prevents a difficult trip
Insee 2024, 75+ ansPosition services and products as autonomy protectors rather than innovations. Combine offline trust channels with optional digital steps: mairie and pharmacy endorsements, printed leaflets with phone support, and a simple Facebook presence for family mediated sharing.
strategy
Plain, respectful, practical, reassuring. Use short sentences, numbered steps, and clear costs.
- "Call or visit the pharmacy to set it up, then you can renew in one tap if you want"
- "A simple service so you do not have to carry heavy bags or drive in bad weather"
- "Clear price, clear steps, and a local person to contact if something goes wrong"
- Online only with no phone option
- Hidden fees or unclear conditions
- Anything that feels like a scam or asks for too much personal data
Sources
- 1. Insee Niveau de vie selon l'âge (table 2023 constants)
- 2. Insee Niveaux de vie 2022, deciles and age 65+ (Insee Stat 8242355)
- 3. DREES Les retraités et les retraites 2025, fiche 09 niveau de vie des retraités (PDF)
- 4. Insee Budget de famille 2017, structure des dépenses par CSP dont retraités
- 5. Médiamétrie L'Année Internet 2024
- 6. ARCEP CREDOC Baromètre du numérique édition 2025 (rapport PDF)
- 7. Baromètre du numérique 2024, principaux résultats (ANCT)
- 8. Insee Achat sur Internet selon l'âge 2024
- 9. DataReportal Digital 2025 France
- 10. ACPM OneNext S2 2025 press release (includes Notre Temps)
- 11. WOO selection of French senior influencers (Studio Danielle, Je ne suis pas une sénior, Nicole Tonnelle)
- 12. Wellcom Senslation granfluenceurs list (Studio Danielle, Mamie et Math, Nicole Tonnelle, Valériandhs)
What social content does she engage with?
45%
of 70+ social platform users publish any personal content at all, so she mostly reads and rarely posts
Baromètre du numérique 2024, 70+ ansconsumption
Reads family updates, local group posts, and mairie announcements, rarely comments.
A few short checks per week, mainly evenings
Family photos · Local events · Health or safety alerts