Feature older people for effective brand advertising?

As the marketing world slowly wakes up to the inevitability (and potential) of the ageing demographic, we are likely to see more older people featured in brand advertising. Already there is a growing library of ads featuring older people and their stories. Most of them are attempting to trigger empathy, sympathy or other emotions that […]

An age-friendly approach to ‘active ageing’

I have long been a critic of the term ‘Active Ageing’ in campaigns to promote the concept. Singapore being a prime offender. Don’t get me wrong, I applaud the initiative and completely understand the social and economic drivers behind it. All the more reason to applaud the latest initiative from Sport England which has set its […]

Ageing even strikes the priesthood

Loneliness is the bane of older age and it is having a profound impact on the Catholic priesthood. In France, about 800 Catholic priests die every year while just 100 are ordained. Priest numbers there have fallen by almost 50% since 1995, according to this article in The Economist. In America, while the number of Catholics has […]

McKinsey’s misguided approach to shopping malls

Older consumers will generate 51 percent of urban consumption growth in developed countries according to a McKinsey report last year on The Global Consumers to Watch. It logically follows that companies building or managing shopping malls should give careful consideration to this group of potential customers in their forward planning. Right? That’s why I am mystified […]

How your occupation will affect your retirement age

Somewhat surprisingly, it’s not just the manual labour jobs that get affected, “age-related decline” hits even well-educated professionals. This according to  research conducted by Boston College’s Center for Retirement Research. The research affirmed that as we get older, not all our skills decline at the same rate. And in some ways, we get better. Older workers tend […]