Warc Briefing: Seniors

Definition: Marketing to persons aged 50 and above.

Quick facts

  • Asians over the age of 65 will account for 24% of the region's population (1.25bn people) by 2050. i
  • By 2012, America's 50 and older population will reach 100 million.ii
  • There are in excess of 21m people aged 50 or more in the UK.iii

History and outlook

Does age matter? At a time when men and women can become parents in their 50s, and twenty-somethings head global technology start-ups, lumping consumers together in age-based demographics seems simplistic.

But in most markets there is renewed focus on the over-50s as a distinctive group, and for good reason, one of which is sheer numbers. Marketing has traditionally been focused on young consumers. Put crudely, the theory was that consumers made their brand choices reasonably young then stuck with them over time, making marketing to the under-30s a key goal.