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Marketing to seniors

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Article

The advertising industry tends to be oriented towards younger people, both in terms of its practitioners and its output, despite the fact that an older 50+ generation has most of the UK’s spending power.

Case Study

PEDIGREE, a pet food brand, increased its sales and dog adoptions by creating the 'PEDIGREE Child Replacement Program', which targeted the parents of children who have left home in New Zealand.

Case Study

Travel company Thomas Cook used a multichannel approach to create a new market segment by targeting older travellers in India.

Case Study

SunLife, a UK financial services company, made itself relevant for the over-50s' market with a campaign that broke with conventional approaches for marketing to older consumers.

Article

This article examines the over-65 market, and how this segment presents an opportunity for growth to marketers.

Case Study

Colonial Williamsburg, a national tourist attraction in the US, released a new mobile app to encourage tourists to interact in the real world.

Case Study

This campaign shows how Challenger, a financial company, motivated an uninterested retiree audience to pay attention and invest in annuities in Australia with its 'Challenger's Lifestyle Expectancy' campaign.

News

BEIJING: Shifting mindsets among mature Chinese consumers have uncovered huge spending potential, spurred by the rapid growth in the country’s economy.

Opinion

I make no apology for this title because I'm talking about the only part of the UK market, which is actually growing.

Case Study

This case study describes how Humana, a US health insurance provider, built on research that showed baby boomers' desire to grow and not fade into the future, by using data from match.com to understand the audience and build the inspirational #StartWithHealthy campaign.

Article

This paper explores how the ageing population around the world is challenging prior notions of what it means to be old - this survey finds an age group motivated by health and wellbeing both physically and emotionally.

News

SYDNEY: The implementation of home-care reforms which allow elderly consumers to decide where they spend government-allocated funding, rather than the state deciding on their behalf, is forcing Australia's aged-care sector to rethink its approach ...

Case Study

This case study details how the Liberal Party in Canada won a majority in the 2015 federal elections by using online video.

News

TOKYO: Smartphone usage is growing among older Japanese consumers, who are adopting an increasingly digital lifestyle, according to new research.

News

BOCA RATON, FL: Foster Grant, the eyewear brand, has successfully shown the power of emotional engagement by tapping into the deep-rooted feelings many consumers associate with wearing reading glasses.

News

NEW YORK: Older consumers demonstrate a clear preference for rational, rather than emotional, marketing appeals, according to a study published in the Journal of Advertising Research (JAR).

Case Study

This case study describes how the Royal London Group, an insurance company, targeted over 50s in the UK with a digital search acquisition strategy.

Case Study

This case study describes how Bupa, a private healthcare company, improved its door drop campaigns for care homes in the UK.

Research Paper

Conventional advice when targeting older adults is to use factual, rational appeals over emotional appeals due to age-related differences in information processing.

Case Study

This case study details how the Czech pharmacy Dr Max introduced a loyalty program that brings together prior medical information so that customers can receive personalised treatment and a smoother process.

Case Study

This case study describes how TracFone, a no-contract wireless provider in the US, used programmatic solutions to drive buyers to a private marketplace.

Case Study

This case study shows how L'Oréal, a personal care brand, increased sales and brand awareness in the UK by using a brand ambassador to engage an undervalued consumer group.

Case Study

This case study shows how the Royal British Legion, an armed forces support institution, rebranded itself in order to engage with a wider audience.

Case Study

This case study describes how GlaxoSmithKline, the pharmaceutical companies, used an emotional stunt that was brought to life on social media to save actual lives in the Philippines.

Case Study

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.