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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

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.

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.

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.

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

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.

3 ways to engage with Boomers through digital design

This article looks at how the Boomer market segment is under-served by current technology provisions and finds three ways in which brands can engage with these wealthy consumers by serving their specific needs.

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.

The end of lifestage marketing?

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.

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