The search for pure grey gold: Marketing to the over-65s

James Murphy and Paul Flatters

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

Savvy marketers ignore the Third Age at their peril, warn James Murphy and Paul Flatters. If you're looking for growth, this is a segment well worth wooing and pursuing.

The marketing director sits pensively at her desk, the most recent quarterly sales figures spread in front of her. Things are not too clever. The general economy is sluggish and many luxury brands, including hers, are taking a clear and present hit. Her traditional target segment - relatively young urban professionals - seems to be growing unresponsive to her agency's expensive TV executions. What to do? There suddenly pops up the...

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