Marketing to the Ageing Consumer The Secrets to Building an Age-Frie
Understand the impact of a global ageing population on how products are bought, and the effect this has on how to market and advertise these products and services to the older generation of consumers. Contains models for companies to evaluate the suc
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lly and our collective understanding in how to best engage with this audience is decades behind where it needs to be. Read this book now if you want real expertise and actionable insight on how to build an effective strategic approach.’ Orlaith Blaney, CEO, McCann Erickson Dublin ‘With its informative and straightforward approach to understanding older people, this book has wide relevance to people working across the creative industry. A timely and much-needed publication.’ Rama Gheerawo, Deputy Director, Helen Hamlyn Centre for Design, Royal College of Art ‘All good marketers need to be able to look into the future and anticipate business opportunities. Few aspects of the future are as certain as the ageing of individuals and populations. The authors are unusually perceptive guides on how to prosper in this different world.’ Hugh Burkitt, Chief Executive, The Marketing Society ‘The authors provide a very practical guide as to how to cater for the requirements of the huge segment of the consuming population that is ageing, that is open to change and willing to embrace new channels and technologies, but only when these are designed to take account of their particular physical and emotional requirements.’ Richard Webber, Visiting Professor Kings College London, Former Director, Experian Ltd ‘The authors are knowledgeable and perceptive commentators at the interface between ageing and marketing. Their latest book is essential reading for those involved in businesses that aspire to grow in a world in which the ageing of the population is becoming a defining feature.’ David Metz, Visiting Professor, University College London and author of Older Richer Fitter ‘What I found most valuable and unique about this book is that it gives the reader a deep insight into the physiology of ageing and draws out the implications of the ageing process for the products and services that older consumers need. It’s effectively a crash course for executives who need to evolve their companies to meet the opportunities and challenges of global population ageing.’ Anne Connolly, Executive Director, Ageing Well Network ‘Forget the “problem” of ageing, embrace the reality of longevity – for us, for our services, for society. This book confirms the case and provides the tools to make that shift.’ Jane Ashcroft, Chief Executive, Anchor ‘This compelling book provides a crash course for executives who need to evolve their companies to meet the challenges and opportunities of such global population ageing. The authors have systematically interpreted the physiology of ageing into a manual for 21stcentury business transformation.’ Professor Adrian Done, IESE Business School, author of Global Trends: Facing Up to a Changing World ‘This book is potentially revolutionary. Because population ageing is a global phenomenon, it is a book most businesses would be well advised to read.’ Dr. Florian Kohlbacher, German Institute for Japanese Studies, author of The Silver Market Phenomenon: Marketing and Innovation in the Aging Society ‘Through the development of t
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