How to market effectively to the 50+ consumer

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

How to market effectively to the 50+ consumer

Mark BeasleyMature Marketing Association

Jump to:Introduction | Where to start | Essentials | Planning | Checklist | Case studies | Further reading

Introduction

The population in all developed markets is ageing, mainly as the result of declining birth rates and increased life expectancy.

An ageing population is something of a game-changer for marketers, with significant implications for marketing theory and practice, which have developed alongside a youthful population. Marketers should pay closer attention to the needs of older...

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