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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.

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 segmention.

How to market effectively to seniors

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

Latest case studies

Alzheimer's Society: Walk for Them

This case study shows how the Alzheimer's Society in the UK broke down the taboos about discussing dementia to connect with people emotionally and drive support for its main fundraising event, Memory Walk.

British Airways: Visit Soon

This case study demonstrates how British Airways, the airline, used a direct email marketing campaign to increase sales of flights between the UK and Australia.

Vileda Iberica: Bad news

This case study describes how Vileda, a mop company in Spain, created a humorous, localised campaign to increase sales and penetrate a crowded market.

Saffola: World Heart Day - protect her heart

This case study demonstrates how Saffola, the cooking oil brand in India, championed heart health consciousness to grow awareness.

Latest articles

Know the audience: Silver Surfers

This article looks at the Silver Surfers demographic group, internet users aged 52-64, highlighting their attitudes to privacy, device ownership and approaches to social networking, e-commerce and brand engagement.

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.

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.

Warc Webinar: Marketing to Asia's aging population

This Warc Webinar includes three speakers discussing the marketing challenges posed by – and the potential of – Asia's aging population.

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