Itaú, a financial services company, created a revolutionary pension system in Argentina during the coronavirus pandemic to help retirees get their pensions at home rather than waiting in line at the bank.
One Life For Dakota, an institution that promotes preventative culture and access to vaccinations, launched a campaign in Peru to raise awareness of pneumonia and its complications and promote immunization in people over 60 years old.
Marketing Society, The Marketing Society Awards, Winner, 2021
TENA, a brand of products for adults with incontinence, improved its brand image by tackling the stigma of bladder weakness and celebrating those who refuse to be defined by society's perceptions of ageing in the UK and Italy.
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 .
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.
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.
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.
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).