or call us: +1 202 778 0680
Content & Partners
What Our Clients Say
Warc in the News
Write for Warc
Terms & Conditions
Request a Trial
Magazines & Journals
Books & Reports
Do I Subscribe?
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
The latest on 80+ key topics
Media & Channels
Latest industry-focused insights
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Marketing advice and assistance
In-depth analysis of 200 global brand owners
Key Warc papers on marketing best practice
Quick one-stop overviews of major marketing themes
Browse all Warc papers and case studies by subject
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
REFINE YOUR RESULTS BY:
Enter a search term:
Government and non-profit
Leisure and entertainment
National Football League
ESOMAR Conference papers
Futures Company (inc. Yankelovich reports)
Int. Journal of Market Research
Date: newest first
Date: oldest first
China's silver surfers
Theresa Loo and Sirius Wang, Admap, December 2013, pp. 42-43
This article discusses the changing behaviour of people aged over 55 in China, arguing that using age alone to target consumers is ill-advised as there is much diversity within this group.
This article discusses the changing behaviour of people aged over 55 in China, arguing that using age alone to target consumers is ill-advised as there is much diversity within this group. Older people in China tend to be more financially secure, active and digital-savvy than previously. A significant number of products older people consume are bought for them by someone else and marketing should allow for this. There is a strong tendency towards rational, money saving purchasing habits, but an exception is often made when purchasing for grandchildren. Older Chinese consumers are increasingly shopping online, presenting an opportunity for marketers to gather data and deliver appropriate communications.
The baby boomer cinema-goer
Blackett Ditchburn, Admap, November 2013, pp. 41-43
This article discusses the rise of cinema-going amongst the over-55s and analyses how advertisers should adapt to his development.
This article discusses the rise of cinema-going amongst the over-55s and analyses how advertisers should adapt to his development. Cinema has traditionally been regarded as a 'young' media, but research has found that growth in cinema reach is growing most quickly amongst baby boomers. The habits of younger and older cinema-goers are contrasted, finding that older people prefer to watch a film later in the cycle and so are less likely to watch online trailers and less likely to book tickets in advance. Wider lessons are drawn from the research into cinema-going, including the idea that this group act as a result of active and informed choices not habit, they enjoy new experiences, that marketing must communicate competitive benefits, and that older consumers are alert to trends but approach these with independence.
UBS and the changing financial services customer: Seniors, women, and family influence
Stephen Whiteside, Event Reports, The Market Research Event, October 2013
This event report describes the understanding UBS, the financial services company, has gained regarding changing consumer habits in the US and how this impacts on its products and marketing.
This event report describes the understanding UBS, the financial services company, has gained regarding changing consumer habits in the US and how this impacts on its products and marketing. The company has identified three phases of retirement amongst US seniors: 'transition', where people reduce their working hours; 'my time', where the focus is on leisure; and the 'last waltz', where life slows down and health is a greater focus. Research found that seniors do not regard themselves as 'old' until they lose independence. It was also found that large numbers of baby boomers provide financial support for their parents or children, and sometimes both. UBS is considering how new products marketed towards family needs could be developed. The way financial services are marketed to women is also being evaluated as older women tend to live longer than men and possess significant wealth. The workplace is also being considered by the company as an opportunity for increased marketing activities, as colleagues of current customers are often desirable potential customers.
China's ageing population: Playing the silver hair card
Sirius Wang, Jason Yu and Theresa Loo, Millward Brown Asia, Point of View, August 2013
This paper looks at how marketers can meet the needs and demands of the ageing population in China, where 36% of the population is forecast to be 55 years old and above by 2030.
This paper looks at how marketers can meet the needs and demands of the ageing population in China, where 36% of the population is forecast to be 55 years old and above by 2030. As 'silver hair' consumers have greater disposable income and fewer financial commitments, and their children are often committed to purchasing products for them, this older market has considerable purchasing power. They are more inclined to repertoire buy - use a number of brands per category, rather than showing loyalty to a single brand - and their knowledge of brands is increasing. Silver hair consumers also show an increasing desire to try new leisure activities and online shopping. Recommendations to marketers include adopting age-neutral product design, creating a desirable and friendly brand personality and taking a positive and light-hearted approach in communications. The authors also suggest the most effective media strategy to adopt and further areas for study.
Point of View: Hook 'em while they're young
Byron Sharp, Admap, May 2013, pp. 13-13
In this point of view, Byron Sharp questions why marketers continue to pursue the youth market when the ageing of the population has been well publicised.
In this point of view, Byron Sharp questions why marketers continue to pursue the youth market when the ageing of the population has been well publicised. While marketers may believe that youth are more fickle and so must be caught before they are older and more brand loyal, research shows that the repeat-buying of older consumers is no different from that of young consumers. Both groups tend to buy from fairly fixed repertoires of brands and this repertoire is no smaller among older consumers. However, targeting young consumers can be beneficial as buyers maintain the composition of their repertoires for quite long periods and so gaining these new customers may mean they are likely to remain with a brand for a long time.
Old is gold: Marketing to seniors in India
Kartikeya Kompella, Warc Exclusive, April 2013
This article advises Indian marketers to reach out to seniors, who are relatively ignored in favour of the highly contested youth market.
This article advises Indian marketers to reach out to seniors, who are relatively ignored in favour of the highly contested youth market. In India, there are approximately 9.2 million affluent seniors, made more wealthy than in the past through increases in pensions, smaller family sizes leading to reduced responsibilities and a commitment to frugality throughout life. Seniors have also shifted their thinking to live increasingly for themselves and experience greater health than in the past, making them more open to new experiences. Brands can meet seniors' needs by focusing on reputation, quality, value for money and respect. Suggestions for relevant products and services include specially designed holiday packages, laptops that are lighter and preloaded with suitable software, restaurants that cater to specific dietary requirements and services that aid seniors with chores.
Introducing American Boomers: Marketing's most valuable generation
Nielsen, April 2013
This presentation suggests marketing methods to better access the US Boomer generation, and includes examples from Diamond Foods, Walgreens and Depend.
This presentation suggests marketing methods to better access the US Boomer generation, and includes examples from Diamond Foods, Walgreens and Depend. The Boomers represent a massive opportunity for marketers. Boomers represent 50% of dollar spend and 35% of the US population, but only 10-15% of advertising spend is targeted at them. In five years time Boomers will control 70% of US disposable income. Boomers are increasingly moving towards technology, including social media, online shopping and watching television.
Older people, newer strategies
Pathamawan Sathaporn, Mindshare, Original Thinkers, March 2013
This article looks at marketing to segments of the aging population group (age 55+) in Thailand, where birth rates and life expectancy are increasing.
This article looks at marketing to segments of the aging population group (age 55+) in Thailand, where birth rates and life expectancy are increasing. The urban segment is more information driven (high digital media and newspaper consumption), while in rural areas where income levels are lower, there is higher consumption of television. There is no one particular 'prime time' moment for communication, as they have the time and the money to do as they please. The older the target, the more proof they demand before believing what they hear or see; equally, they care about product quality over price.
New approaches to ageing consumers
Dick Stroud, Market Leader, Quarter 1, 2013, pp. 37-39
Demographic change - specifically, population ageing - is rapidly moving from a purely academic discussion to a mega-issue that affects all types of companies across the world.
Demographic change - specifically, population ageing - is rapidly moving from a purely academic discussion to a mega-issue that affects all types of companies across the world. Ageing effects can be divided into three groups - sensory, cognitive and physical - and their implications are far-reaching. Not just the products but the entire customer journey must be made age-friendly to be effective. This article analyses the physical aspects of ageing and advises on how marketers need to adapt their products and services.
Speed Read - Marketing to the Aging Consumer: The secrets to building an age friendly business
Cila Warncke, Warc Exclusive, November 2012
Population aging is driving a major demographic shift and is creating unprecedented challenges and opportunities for brands and advertisers.
Population aging is driving a major demographic shift and is creating unprecedented challenges and opportunities for brands and advertisers. Life expectancy and prosperity have increased rapidly in the past century, making the aging population a potent market force by virtue of its size and collective resources. A parallel decline in birth rates in most of the world means that aging consumers will grow more critical to business success as there will be fewer young people in the economy. Despite this burgeoning demographic, most marketers are still youth-focused and fail to make systematic efforts to accommodate and engage older consumers. By understanding the physiological needs of the aging population, however, companies can develop strategies to become age-friendly and improve their prospects in this changing landscape.
YOU ARE IN THE WARC INDEX:
Older people, grey market
Business to business
Ethnic and minority groups
Families, parents, mothers
Generations and cohorts
Opinion leaders, influentials
Age and lifestage attitudes
, your search results have been restricted to items that contain .
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the
Our Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc