Marketing to Seniors

Insights on the over-50s

Decision Making


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.


Jon McKie, The Communications Council, Gold, Australian Effie Awards, 2014

This case study explains how Challenger, a financial services company in Australia, used empathetic storytelling to communicate rational benefits of a retirement product and give people peace of mind.


Hristos Varouhas, The Communications Council, Silver, Australian Effie Awards, 2014

This case study describes a campaign by Tourism New Zealand, the government organisation, which encouraged Australians to holiday there by reframing its closeness.


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.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how Ura.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how Prudential used a content marketing strategy to promote its retirement products and engage consumers in the traditionally low involvement financial services sector in the US.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes a campaign by the Heart & Stroke Foundation of Canada, a charitable organisation, which sought to increase awareness of the diseases amongst baby boomers.


Effie Worldwide, Bronze, North America Effies 2014

This case study demonstrates how Depend, maker of disposable anti-incontinence wear, built awareness of its products among men in the US.


Effie Worldwide, Silver, North America Effies 2014

This case study explains how the Heart & Stroke Foundation of Canada, a health charity, targeted baby boomers with a healthy lifestyle message which emphasised quality of life and provided tools to improve this.

WARC RECOMMENDS


BEST PRACTICE

Talking to older audiences

Practical tips, examples and recommended reading


WARC BRIEFING

Marketing to seniors

Over-50s: Theories and key trends


ARTICLE FOCUS

Moving beyond youth culture

A global Havas study on ageing


ARTICLE FOCUS

Baby Boomers

An overview from the Advertising Research Foundation


TRENDS

Brain Training

How Boomers’ health concerns are driving a new market