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Seniors

In a marketing context, seniors are those aged over 50. Traditionally neglected by marketers, this age group is increasingly important as disposable incomes among over-50s increase. There are a large number of 'healthy and wealthy' seniors whose priorities are maintaining health, making the most of free time and keeping in touch with family. Media usage tends to skew toward print and TV, though digital and social media are increasingly important.

Key Reading

Important papers from across the Warc database

A survey-based report into how the ageing population around the world is challenging prior notions of what it means to be old. It finds an age group motivated by health and wellbeing both physically and emotionally.
Best Practice paper offering practical tips, examples, checklists and recommended reading.
Les Binet and Sarah Carter criticise the lack of attention paid to grandparents by marketers.
Why ageing populations have become a mega-issue that affects all types of companies.
The case for using "perceived age" (rather than actual age) for segmentation.

Case Study

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

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 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 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 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.
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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.

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.

Article

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.

Research Paper

This paper looks at connecting with seniors, a growing segment of the Asian population.

Article

This article explains how marketers can best adapt their strategies to appeal to the 50+ consumer, a growing demographic.

Article

This article looks at the Silver Surfers demographic group, internet users aged 52-64, highlighting their attitudes to privacy, device ownership and approaches to social networking, e-commerce and brand engagement.
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  1. 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.

  2. Article

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

    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.

  4. Article

    This article explains how marketers can best adapt their strategies to appeal to the 50+ consumer, a growing demographic.

  5. Article

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

  6. Article

    This event report describes the understanding UBS, the financial services company, has gained regarding changing consumer habits in the US and how this impacts on its products and marketing.
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