What we know about marketing to older adults (55+)

Explains how to effectively market to older adults, as many now feel disengaged and misunderstood, and highlights the importance of looking at older people through a different lens, enabling more compelling, and lucrative approaches.

Older adults have typically been considered as people aged over 55 and characterised as inactive, technology-naïve, thinking about death, impoverished and decrepit. While there are challenging realities resulting from the physical and cognitive changes associated with ageing, such characterisations are outmoded. Many older people now feel disengaged with marketing and advertising campaigns. This is a missed opportunity as the older adult market is huge and many over 50s have considerable wealth and purchasing power. As fertility rates drop and life expectancy increases (especially in developed markets) it's important to look at older people through a different lens, enabling more compelling,...

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