Older people, newer strategies

This article looks at marketing to segments of the aging population group (age 55+) in Thailand, where birth rates and life expectancy are increasing.

Older people, newer strategies

Pathamawan (Linda) Sathaporn

This week's PoV is from Pathamawan Sathaporn (Linda), Head of Business Planning – Mindshare Thailand, about marketing to the aging population.

Linda reminds marketers not to be misled by age – the urban aging population is more tech savvy than we think due to their ability to adapt quickly to new technology… and grandchildren. Today, it is no longer about segmentation by age or income alone but also psychographic profiles.

The starting line for what we call the aging population is no longer 65 but now down to 50. This group can be...

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