How to market effectively to the 50+ consumer
Mature Marketing Association
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.