Article
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WARC Best Practice, November 2019
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.
Article
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Mark Beasley, WARC Best Practice, February 2016
This article explains how marketers can best adapt their strategies to appeal to the 50+ consumer, a growing demographic.
Article
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Geoffrey Precourt, Event Reports, Advertising Research Foundation "Shifting the Perception of Aging” , June 2020
Research from the non-profit American Association of Retired Persons and the image and video provider Getty Images has demonstrated that marketers should be depicting older consumers in different ways from in the past.
News
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07/09/2020
Thai consumers are relatively relaxed and positive, given the country’s success in keeping the coronavirus pandemic under control, but marketers should be aware how the various age groups are responding differently to the current situation.
Article
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Chalinee Hirano, WARC Exclusive, Spotlight Thailand, September 2020
New research from Far East Fame Line DDB breaks down how Thai consumers have adapted post-lockdown and outlines the differences across generations.
Opinion
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Cathy Taylor, August 2020
The AARP has a unique window into the wants, needs and media choices of older Americans. WARC ’s US Commissioning Editor Cathy Taylor talks to AARP CCMO and EVP Martha Boudreau about the COVID-19 pandemic, racial injustice and the upcoming presidential election.
Article
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Research on WARC, July 2020
The fifth research wave provides an updated view on many of the themes covered previously, as well as examining new topics such as worries over a second wave, and reactions to initiatives such as track-and-trace.
Case Study
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Emile Atallah, Tahaab Rais, Carl Bou Abdallah, WARC Prize for MENA Strategy, Shortlisted, 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.
Case Study
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SABRE Awards, Gold, EMEA, 2020
McDonald's, a fast food restaurant brand, increased its number of mature employees in the UK by creating a multi-channel campaign featuring current mature employees.
News
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17/06/2020
SeeMe, a direct-to-consumer beauty line targeted at women over 50 years old that is made by Procter & Gamble, is tapping nuanced insights to ensure it fully matches the self-perception of its target audience.
Article
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Geoffrey Precourt, WARC Exclusive, June 2020
SeeMe, a direct-to-consumer brand from Procter & Gamble, aims to serve the unique needs of women in their fifties and beyond.
Case Study
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Design Business Association, Design Effectiveness Awards, Silver, 2020
Barnsley Premier Leisure, a sports and leisure facility, increased memberships in the UK by creating a new brand identity and featuring real people in its imagery to better connect with its target.
Article
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GlobalWebIndex, Research on WARC, June 2020
Examines how consumer sentiment is being impacted as restrictions continue to ease in many parts of the world and more countries enter a recovery phase of the COVID-19 pandemic.
Case Study
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SABRE Awards, Gold, North America, 2020
Sanofi Pasteur, a pharmaceutical company, increased vaccination rates in adults in the US by sharing personal stories that showed how dangerous flu can be.
Case Study
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SABRE Awards, Gold, North America, 2020
Omron Healthcare, a healthcare products brand, promoted its blood pressure smartwatch by launching at CES in the US and creating a PR dinner that provided the press with samples of the product.
Case Study
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AME Awards, Silver, 2020
Coalition for Gun Control, a non-profit gun control advocacy, contextualised gun violence to show Canadians how close to home the issue is by launching an online experience that shows how close they are to these incidents.
Article
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GlobalWebIndex, Research on WARC, April 2020
This third wave of GlobalWebIndex's multi-market study, fielded in 17 countries between April 22 - 27, shows how the picture is evolving as some countries hope to enter the recovery phase of the coronavirus pandemic.
Case Study
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Kongpope Siriwattanagarn, Tanachai Sutthisareesakul, Nattanyaporn Jiragoontansiri, WARC Awards, Entrant, Effective Innovation, 2020
Health organisation The Alzheimer Foundation of Thailand created a tool to help slow the rise of Alzheimer's disease in Thailand.
News
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20/04/2020
Boomers are often overlooked by marketers but they’re more active and wealthy than ever before and share many of the same consumer behaviours as much younger demographics – which means they should be an exciting market for brands.
Article
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Rachel Deacon, WARC Exclusive, April 2020
Boomers are often overlooked by marketers but are a powerful consumer demographic that brands can’t afford to ignore.
Article
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GlobalWebIndex, Research on WARC, April 2020
Details data collected by GlobalWebIndex between April 2-6 in the US and UK, dedicated to consumer economicconfidence in the coronavirus outbreak.
Article
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Research on WARC, April 2020
Explores how concerns are growing for most, how behaviors are changing, and how attitudes towards advertising are twofold as a result of the coronavirus.
Research Paper
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GlobalWebIndex (GWI), Research on WARC, March 2020
Details data collected by GlobalWebIndex between March 16-20 across 13 countries surrounding the impact of the coronavius.
News
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29/01/2020
Samsung, the electronics giant, is finding new ways to engage and serve older consumers, who could often benefit from using smart digital tech in their daily lives.
Article
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Geoffrey Precourt, Event Reports, CES, January 2020
Samsung, the electronics giant, is finding new ways to engage and serve older consumers, who could often benefit from using smart digital tech in their daily lives.
