Marketing to Seniors

Insights on the over-50s

Decision Making

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.

Institute of Communication Agencies, Silver, Canadian Advertising Success Stories, 2015

This case study shows how Heart & Stroke Foundation, the Canadian charity, focused on survivors to build an emotional connection with potential donors.

Direct Marketing Association - UK, Silver, DMA Awards, 2014

This case study describe the launch of the Gtech AirRam, a new vacuum cleaner model, in the UK, using a content-led, educational campaign.

Direct Marketing Association - UK, Silver, DMA Awards, 2014

This case study explains how Guinness, the drinks brand, used a mobile app to bring groups of friends together to drink more Guinness in the UK.

MRS Awards, Finalist, December 2014

This article explains how AgNovos, a medical devices company, used segmentation and targeting to engage with the patients.

MRS Awards, Finalist, December 2014

This articles explains how Swiss Re, the global re-insurer, took a new approach to segmentation to understand consumer attitudes towards insurance.



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