Seniors

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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.

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.

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.

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.

Half of Indians to spend less this festive season

Data • Rob Clapp, WARC Data Points, November 2020

An overview of planned consumer spending and channel use in India this festive holiday season.

HomeEquity Bank: #PauseToRemember

Case Study • Maxine Thomas, David Tremblay, WARC Media Awards, Silver, Effective Channel Integration, 2020

Financial services provider HomeEquity Bank targeted online war gamers in a Remembrance Day activation to raise awareness of its partnership with the Royal Canadian Legion and increase brand affinity among seniors in Canada.

Higher income Chinese consumers most likely to cut festive holiday spend

Data • Rob Clapp, WARC Data Points, November 2020

An overview of planned consumer spending and channel use in China this festive holiday season.

Amgen: Big O - Speaking out against a silent disease. A strategy that convinced women osteoporosis is as serious as the Big C

Case Study • Effies (Australia), Australian Effies, Bronze, 2020

Amgen, a world-leading biotechnology company, created its first-ever large-scale, integrated, disease education campaign in Australia by launching The Big O, a multi-faceted osteoporosis awareness campaign.

Les Binet’s media tips for reaching older and younger consumers during the COVID-19 pandemic

Article • Stephen Whiteside, Event Reports, IAB UK Digital Upfronts, October 2020

The TouchPoints database run by the Institute of Practitioners in Advertising (IPA), the trade body, offers numerous guidelines for brands seeking to adapt media strategies during COVID-19.

Social commerce in Southeast Asia sees triple-digit growth

Data • Rob Clapp, WARC Data Points, October 2020

An overview of social commerce's growth and popularity in Southeast Asia (the Philippines, Singapore, Thailand and Vietnam) during the first half of 2020.

Brighthouse Financial: Building a new marketing machine

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Brighthouse Financial, a life insurance company, built a new marketing machine to launch its brand in the US in a slow-moving category dominated by long-standing competitors.

Four themes for the grocery market in 2021

Article • Brian Carruthers, Event Reports, Kantar Talks Webinar, September 2020

This article addresses the themes, identified by Kantar, that will be driving the fast-moving consumer goods market in the year ahead.

AARP and Getty Images challenge marketers to move beyond ageist stereotyping

Article • Geoffrey Precourt, Event Reports, ARF 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.

Two in three Baby Boomers now gaming due to COVID-19

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

An overview of gaming's popularity among the Baby Boomer generation (those aged 56-64).

Ad blocking easing in Europe but stable in the US

Data • Rob Clapp, WARC Data Points, September 2020

An overview of ad blocking by year, gender, age and device in Denmark, Finland, Germany, Norway, Sweden, the UK and the United States.

Vlogs are one of the fastest growing sources for brand discovery

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

An overview of brand and product discovery among Gen Z and Baby Boomer consumers.

Pandemic highlights Thailand's generational differences

News • 06 September 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.

Understanding the generational differences in how Thailand’s consumers live in the “new normal”

Article • 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.

COVID-19 Conversations: Martha Boudreau, Chief Communications and Marketing Officer, AARP

Opinion • 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.

Half of Americans have boycotted a brand, rises to 67% of high income consumers

Data • Rob Clapp, WARC Data Points, August 2020

An overview of consumer participation and perceived effectiveness of brand boycotts.

GWI Coronavirus Research: Multi-market research wave 5

Article • 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.

India was the second largest TikTok influencer market

Data • Rob Clapp, WARC Data Points, July 2020

An overview of the TikTok influencer market in India.

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.
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.
GlobalWebIndex Coronavirus Research, Wave Three: Multi-market research

Research Paper • 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.
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.
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.
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.