While the marketing and advertising industry at large obsesses over how to engage fickle younger consumers, The Coca-Cola Company – home to many of the world’s most iconic beverage brands – was looking in another, potentially more lucrative direction: toward seniors, better known as consumers between the ages of 60 and 80.

In aging societies, this group is becoming more influential than ever, even as it is often overlooked by brands trying to win over youth. While Coca-Cola has always been a brand associated with exuberant youth, the company knows it cannot afford to overlook the power of senior consumers, according to Véronique Chene, who manages customer insights for new beverages and innovation in Western Europe for The Coca-Cola Company

“In 2050, people over the age of 65 years old will represent 30% of the Western European population and will actually represent the same share as those aged 20 to 29,” said Chene at the Market Research Society’s FMCG Research Summit in London recently.