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Seniors

In a marketing context, seniors are those aged over 50. Traditionally neglected by marketers, this age group is increasingly important as disposable incomes among over-50s increase. There are a large number of 'healthy and wealthy' seniors whose priorities are maintaining health, making the most of free time and keeping in touch with family. Media usage tends to skew toward print and TV, though digital and social media are increasingly important.

Key Reading

Important papers from across the Warc database

A survey-based report into how the ageing population around the world is challenging prior notions of what it means to be old. It finds an age group motivated by health and wellbeing both physically and emotionally.
Best Practice paper offering practical tips, examples, checklists and recommended reading.
Les Binet and Sarah Carter criticise the lack of attention paid to grandparents by marketers.
Why ageing populations have become a mega-issue that affects all types of companies.
The case for using "perceived age" (rather than actual age) for segmentation.

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