Marketing to Seniors

Insights on the over-50s

Decision Making

Jay Chiat Strategic Excellence Awards, Silver, 2015

This case study shows how Idea, a mobile internet service in India, demonstrated the relevance of its product to its hard-to-reach target market.

MMA Smarties, Gold, 2015

This case study explains how KappAhl, a fashion brand, developed a mobile loyalty program.

The Communications Council, Silver, Australian Effie Awards, 2015

This case study explains how MLC, a wealth management company, used a content strategy to help inform Australians and improve their confidence in planning for retirement.

Les Binet and Sarah Carter, Admap, July/August 2015

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

Effie Worldwide, Finalist, North America Effies

This case study explains how America's Certified Financial Planner Board of Standards, a professional body, made its qualifications more relevant to consumers.

Nielsen, February 2015

This article provides demographic data about generations across the US and outlines each group's media behaviour.

Laura Ryan and Alex McIntosh, Warc Prize for Social Strategy, Silver and Special Award for Long-term Idea, 2015

This case study explains how AH Beard, an Australian mattress manufacturer, overcame being in a low-interest category by creating a Six-Week Sleep Challenge in a social media campaign.

ARF Ogilvy Awards, Silver, Pharmaceutical, 2015

This case study describes the launch of XELJANZ in the US, a new drug by pharmaceutical company Pfizer, with a campaign that showed the brand truly understood the lives and difficulties of sufferers of rheumatoid arthritis (RA).

Colleen P. Kirk, Larry Chiagouris, Vishal Lala and Jennifer D. E. Thomas, Journal of Advertising Research, Vol. 55, No. 1, 2015
The advertising industry has devoted substantial managerial focus on digital information and entertainment. Scholarly attention, however, has lagged.



Talking to older audiences

Practical tips, examples and recommended reading


Marketing to seniors

Over-50s: Theories and key trends


Moving beyond youth culture

A global Havas study on ageing


Baby Boomers

An overview from the Advertising Research Foundation


Brain Training

How Boomers’ health concerns are driving a new market