Marketing to Seniors

Insights on the over-50s

Decision Making


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


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 how Ura.


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.


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.

ARF Ogilvy Awards, Gold, Fashion & Style, 2014

This case study explains how J Jill, a women's clothing retailer, targeted female baby boomers in the US in this integrated relaunch campaign.


Damaris Montalvo and Angela Baldwin, Warc Prize for Social Strategy, Entrant, 2014
This case study explains how Mercy Ships, a non-profit organisation which provides medical care to people living in poverty, used social media to capitalise on television coverage in the US.

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