Seniors

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80% of postponed major purchases to be made within one year

Data • Cinzia Petio, WARC Data Points, April 2021

An overview of when postponed purchases will be made in the United States.

Why Saga swapped utility for empathy – in both product and communications

Article • Sam Peña-Taylor, Event Reports, MRS Impact conference, March 2021

Senior-focused company Saga needed to improve how it spoke to its (potential) customers – it engaged current research to tailor both its products and communications.

Talkin bout my generation? Designing inclusive digital experiences for the over 65s

Opinion • Kam Phullar, March 2021

Marketers can be obsessed with the “next generation” of younger consumers, but the over 65s are an increasingly valuable customer base. The world’s population is ageing and it’s anticipated that one out of every five people in the world will be 65+ by 2050. And this group also holds an ever increasing proportion of global wealth, estimated to be around US$15 trillion .

Homebound Brits turned to streaming in 2020

Data • Cinzia Petio, WARC Data Points, March 2021

An overview of video consumption across different age groups in the United Kingdom in 2020.

How Prudential responded to changing retirement needs during COVID-19

Article • Jo Bowman, Event Reports, ANA Influencer Marketing & Activation Conference, December 2020

Prudential, the financial-services provider, had to rapidly adapt to the changing needs of participants in its retirement plans during the COVID-19 pandemic.

Traditional sports more popular than e-sports among older gamers

Data • Rob Clapp, WARC Data Points, March 2021

An overview of how long gamers spend watching e-sports and traditional sports content.

How to make a brand appeal to a 55-year-old like me

Opinion • Mike Teasdale, March 2021

Advertising is as obsessed with the new new thing as it is with youth, often forgetting that the richest, most influential group of consumers already exists and though they might be older, they are full of life and optimism - Mike Teasdale explains how to speak to this crucial audience.

Strategy Toolkit module 5: Generating insight

Article • WARC Strategy Toolkit, March 2021

Describes how agency strategists/planners gain and use insights – and what type of insight is useful when developing a marketing or communications strategy.

Marketing to over-50s: Understand and respect your audience

Opinion • Jack Murphy, February 2021

Boys + Girls’ Jack Murphy explores work that used sponsorships to successfully engage an older demographic relevant to a post-pandemic audience.

Mobile activity rose 16% among older audiences last year

Data • Rob Clapp, WARC Data Points, February 2021

An overview of the growth in mobile consumption by age group in Australia, Canada, France, Germany, South Korea, the UK, and the United States.

Charities can grab a slice of the biggest transfer of UK wealth in history

News • 11 February 2021

The UK will see the biggest transfer of wealth from one generation to the next in its history over the next 25 years, according to research by media agency The Kite Factory; by 2029 alone, it is forecast that 145,000 people will leave some £4.

What's working in sponsorship and partnerships

Article • WARC Category Intelligence, February 2021

Global strategies, campaign updates and trends in sponsorship and partnerships.

Four ways that marketers can engage baby boomers using digital

News • 08 February 2021

Marketers hoping to engage baby boomers online should tap the power of search, social and user reviews, while also rethinking outmoded stereotypes, a study by Hootsuite, the social-media management platform, has argued.

How to better reach and resonate with baby boomers online

Article • Sarah Dawley , WARC Best Practice, February, 2021

This article incorporates findings from Hootsuite’s Social Trends 2021 report (a survey of 11,189 marketers), as well as Hootsuite and We Are Social’s Digital 2021 report (a global look at emerging digital behaviors with data from over 220 countries and territories).

Why China’s ‘Silver Economy’ is an online gold mine for brands

News • 27 January 2021

Even before the pandemic struck, China’s senior shoppers were gradually closing the digital gap on younger consumers, but last year they made up the fastest-growing demographic of online shoppers and many are sticking with online shopping post-pandem

Key: The Key to Your Better Retirement

Case Study • DMA (UK), Silver, 2020

Key, a retirement finance company, used social proofing and local data to target over 55s in the UK and show them how many of their neighbours were already benefiting from expert advice.

Macmillan Cancer Support: A vital piece in the cancer puzzle

Case Study • DMA (UK), Bronze, 2020

Macmillan Cancer Support, a British charity, increased awareness of the support it offers at diagnosis by launching a new service which drew on real experiences of people living with cancer.

Viking: Staying Connected with Viking TV

Case Study • DMA (UK), Silver, 2020

Viking, a cruise company, launched a new digital platform in the UK during the coronavirus pandemic to help people stay connected and share travel stories while staying at home.

Gaming activity grew quickest among older Americans in 2020

Data • Rob Clapp, WARC Data Points, January 2021

An overview of growth in time spent gaming and spending on video games in the United States among older audiences.

Legal and General: The power of us – driving positive change for care seekers through insight

Research Paper • MRS Awards Papers, Finalist, MRS Award for Financial Services Research, 2020

Legal and General (L&G), a financial services company, launched a research study using a series of qualitative methods to identify the needs of care seekers.

Independent Age: Lived experience of older age amongst marginalised sub-groups

Research Paper • MRS Awards Papers, Winner, MRS Award for Inclusive Research, 2020

Independent Age, an NGO offering advice and support for older age, challenged the stereotypes of ageing in the UK.

Lloyds Bank: Crossword Clues

Case Study • Thomas Johnson, WARC Media Awards, Silver and Effective Native Award, Effective Use of Partnerships and Sponsorships, 2020

British bank Lloyds ran a targeted print campaign to encourage its older, affluent customers to try its market-leading banking app.

Beit Al Baraka: The Dignity Card

Case Study • Tahaab Rais, Carl Bou Abdallah, Emile Atallah, WARC Media Awards, Silver, Effective Use of Partnerships and Sponsorships, 2020

Lebanese NGO Beit Al Baraka launched an innovative payment card to help underprivileged elderly in a way that would empower them and preserve their dignity.

What we know about marketing to seniors

Article • WARC Best Practice, December 2020

Explains how to effectively market to seniors, as many now feel disengaged and misunderstood, and highlights the importance of looking at older people through a different lens, enabling more compelling, and lucrative approaches.

SVOD age gap narrows as older consumers watch more

Data • Rob Clapp, WARC Data Points, November 2020

An overview of subscription video-on-demand (SVOD) consumption in the UK and US by age group.

GWI Coronavirus research – Series 5: Consumer spending

Article • GlobalWebIndex, Research on WARC, April 2020

Details data collected by GlobalWebIndex between April 2-6 in the US and UK, dedicated to consumer economic confidence in the coronavirus outbreak.
COVID-19: Consumer spending and media habits in the UK

Data • Marte Aune, Rob Clapp, WARC Data, May 2020

This report analyses consumer spending and media habits in the UK during the novel coronavirus (COVID-19) outbreak, with insights segmented by age, gender and income.
Gen Z is driving changes in COVID-19 media habits

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), April 2020

An overview of the changes in key media habits by age group during the novel coronavirus (COVID-19) outbreak.
What we know about marketing to seniors

Article • WARC Best Practice, December 2020

Explains how to effectively market to seniors, as many now feel disengaged and misunderstood, and highlights the importance of looking at older people through a different lens, enabling more compelling, and lucrative approaches.
COVID-19: Consumer spending and media habits in the US

Data • Marte Aune, Rob Clapp, WARC Data, May 2020

This report analyses consumer spending and media habits in the US during the novel coronavirus (COVID-19) outbreak, with insights segmented by age, gender and income.
Half of consumers to shop online more after COVID-19

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), July 2020

An overview of consumer activities after the novel coronavirus (COVID-19) outbreak ends, including shopping online, exercising at home, using mobile payments and using food delivery services.