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Key reading


The global later lifers market

This report from Euromonitor discusses the growth of older populations in key markets, and the challenges and opportunities this trend presents. It shows that, in our ageing societies, there are large numbers of 'healthy and wealthy' older people, who have considerable – and growing – consumer spending power.

How to market effectively to the 50+ consumer

Best Practice paper offering practical tips, examples, checklists and recommended reading.

Stereotypes about grandparents

Les Binet and Sarah Carter criticise the lack of attention paid to grandparents by marketers.

New approaches to ageing consumers

Why ageing populations have become a mega-issue that affects all types of companies.
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Global ageing but not as we know it

The case for using "perceived age" (rather than actual age) for segmentation.

Latest case studies

Loterias y apuestas del estado (Spanish National Lottery): There's no bigger prize than sharing

This case study describes how the Loteria de Navidad (Spanish Christmas lottery) used authentic stories and traditional values to recapture its magic as an iconic brand in Spanish society.

MLC (Australia): Making retirement everyone's problem

This case study describes how MLC (Australia), National Australia Bank's wealth management partner, empowered Australians to take responsibility for the funding of their own retirement.

Vodafone: Sunday Grannies

This case study looks at a campaign from Vodafone, the international telco, in Romania that leveraged meaningfulness for the elderly in advertising 4G connectivity.

AstraZeneca: Take it from a fish

This case study outlines how the pharmaceutical company AstraZeneca used entertainment to educate its target audience about the launch of its new drug.

Latest articles

Know the audience: Silver Surfers

This article looks at the Silver Surfers demographic group, internet users aged 52-64, highlighting their attitudes to privacy, device ownership and approaches to social networking, e-commerce and brand engagement.

Myth vs. fact: Connecting with Asia's senior class

This paper looks at connecting with seniors, a growing segment of the Asian population.

Travel is booming for Australian Boomers

This article assesses the opportunities for tourism and travel marketers amongst older demographic segments in Australia and provides recommendations for how to reach them.

Mythbuster: Advertising's obsession with youth

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

Want to find out more? Contact us

Monique Dolbin


Monique Dolbin
+1 202 778 0680

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200