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Key reading


The global later lifers market

This report from Euromonitor discusses the growth of older populations in key markets, and the challenges and opportunities this trend presents. It shows that, in our ageing societies, there are large numbers of 'healthy and wealthy' older people, who have considerable – and growing – consumer spending power.

How to market effectively to the 50+ consumer

Best Practice paper offering practical tips, examples, checklists and recommended reading.

Stereotypes about grandparents

Les Binet and Sarah Carter criticise the lack of attention paid to grandparents by marketers.

New approaches to ageing consumers

Why ageing populations have become a mega-issue that affects all types of companies.
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Global ageing but not as we know it

The case for using "perceived age" (rather than actual age) for segmentation.

Latest case studies

The Royal British Legion: Fortune Favours the Brave

This case study shows how the Royal British Legion, an armed forces support institution, rebranded itself in order to engage with a wider audience.

How L'Oréal Paris Age Perfect transformed its fortunes by showing older women that they are still 'worth it'

This case study shows how L'Oréal, a personal care brand, increased sales and brand awareness in the UK by using a brand ambassador to engage an undervalued consumer group.

Vodafone: Sunday Grannies

This case study looks at a campaign from Vodafone, the international telco, in Romania that leveraged meaningfulness for the elderly in advertising 4G connectivity.

TracFone Wireless: Finding performance efficiencies by moving direct buys to programmatic private marketplaces

This case study describes how TracFone, a no-contract wireless provider in the US, used programmatic solutions to drive buyers to a private marketplace.

Latest articles

Travel is booming for Australian Boomers

This article assesses the opportunities for tourism and travel marketers amongst older demographic segments in Australia and provides recommendations for how to reach them.

3 ways to engage with Boomers through digital design

This article looks at how the Boomer market segment is under-served by current technology provisions and finds three ways in which brands can engage with these wealthy consumers by serving their specific needs.

Mythbuster: Advertising's obsession with youth

This article argues that marketers need to spend more time thinking about older consumers, and less time focussing on millennials.

The end of lifestage marketing?

This event report looks at research into consumer lifestages and suggests that marketers are often guilty of stereotyping different age groups and need to rethink their strategies as people's life journeys become ever more complex.

Want to find out more? Contact us

Monique Dolbin


Monique Dolbin
+1 202 778 0680

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200