Marketing to Seniors

Insights on the over-50s

Decision Making

Les Binet and Sarah Carter, Admap, July/August 2015

This article argues that marketers need to spend more time thinking about older consumers, and less time focussing on millennials.

Nielsen, February 2015

This article provides demographic data about generations across the US and outlines each group's media behaviour.

Colleen P. Kirk, Larry Chiagouris, Vishal Lala and Jennifer D. E. Thomas, Journal of Advertising Research, Vol. 55, No. 1, 2015
The advertising industry has devoted substantial managerial focus on digital information and entertainment. Scholarly attention, however, has lagged.

Lisa Edgar, David Bunker and Kevin Cowan, ESOMAR, Congress, Nice, September 2014

This paper sets out the case for using "perceived age" for segmention, which can be more predictive of consumer behaviour than chronological age alone and includes supporting work conducted with the BBC, the media organisation.

Lena Roland, Event Reports, Life Less Linear, July 2014

This event report looks at research into consumer lifestages and suggests that marketers are often guilty of stereotyping different age groups and need to rethink their strategies as people's life journeys become ever more complex.

Euromonitor Strategy Briefings, May 2014
This report discusses the growth of older populations in key markets, and the challenges and opportunities this presents. Many countries are facing challenges surrounding ageing populations, and later life poverty is increasing.

Lenka Korečková and Petr Kubánek, ESOMAR, CEE Research Forum, Bucharest, March 2014
This paper describes the results of an ethnographic study which sought to understand the lifestyles of people aged over 50 in the Czech Republic, in order to properly target financial products. The research allowed over-50s to be segmented into five groups based on life and financial activity, producing recommendations of what products, services and improvements could be made in bank branches to keep these clients.

Deborah Mattinson, Market Leader, Quarter 2, 2014
This article describes the results of research conducted into the attitudes of people aged 55-64 in the UK, dubbed 'tomorrow's pensioners'. The group was segmented into seven clusters based on their attitudes, with clusters one and two feeling more confident and financially secure, through to cluster seven who feel afraid of the future.

Volker G. Kuppelwieser and Marko Sarstedt, International Journal of Advertising, Vol. 33, No. 1, 2014
As a central element of the socioemotional selectivity theory, individuals’ future time perspective (FTP) has recently attracted considerable attention in marketing. Lang and Carstensen (2002) provide a measurement scale for FTP, which has since been used by many academic researchers who univocally accept its original unidimensional reflective operationalisation.



Talking to older audiences

Practical tips, examples and recommended reading


Marketing to seniors

Over-50s: Theories and key trends


Moving beyond youth culture

A global Havas study on ageing


Baby Boomers

An overview from the Advertising Research Foundation


Brain Training

How Boomers’ health concerns are driving a new market