Warc Briefing: Seniors

This briefing offers an overview of the history, theories and key trends related to Marketing to Seniors.

Warc Briefing: Seniors

Definition:Marketing to persons aged 50 and above.

Quick facts

  • Asians over the age of 65 will account for 24% of the region's population (1.25bn people) by 2050. i
  • By 2012, America's 50 and older population will reach 100 million.ii
  • There are in excess of 21m people aged 50 or more in the UK.iii

History and outlook

Does age matter? At a time when men and women can become parents in their 50s, and twenty-somethings head global technology start-ups, lumping consumers together in age-based demographics seems simplistic.

But in most markets there is renewed...

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