Reframing Ageing – Let’s talk longevity?

A few weeks ago I helped to run a collaborative innovation workshop in Singapore, themed around opportunities in ageing and longevity. The workshop was managed by Hugh Mason of JFDI and sponsored by BOSCH. It brought together a group of entrepreneurs and enterprises including Munich Re, BP, OCBC Bank, Singapore Press Holdings. The innovation output was […]

The best ageing strategy is no ageing strategy at all

After years of running a multi-generational advertising campaign that includes younger and older models, leading British retailer Marks & Spencer have now turned away from this strategy. Hooray! In a recent panel at Advertising Week Europe, Marks & Spencer’s brand and marketing director said “Bluntly categorising consumers based on age is “meaningless”. This Campaign Magazine […]

Luxury brands to gain from the ageing consumer

There are some refreshing surprises in this list of companies which a leading bank thinks will benefit from an ageing consumer base. Societe Generale has selected a list of 40 companies with metrics based on historical performance relative to GDP growth and current market cap. The 40 make up a ‘Silver Economy Index’ as reported […]

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 […]