How to market effectively to the 50+ consumer

Mark Beasley
Mature Marketing Association

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


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 consumers; recognise the complexity and diversity of this large and growing group; and may need to adapt their marketing, advertising and communications strategies accordingly.

Where to start: the bigger picture