Rock festival taps into the ageing demographic and becomes among the most lucrative in history

Organisers said that all ages were expected, but acknowledged that the crowd would lean heavily toward the baby boomers. The festival’s own marketing videos illustrate this, with gray-haired revellers feasting on gourmet food and dancing. On average, attendees at the Desert Trip festival will spend more than $1,000 each. Satisfying an affluent older crowd became one […]

Healthcare organizations must learn to see seniors as the digital consumers they are

People aged over 65 who use digital technology in their daily lives are shattering myths about seniors’ use of ehealth. According to excerpts from the 2016 Accenture Consumer Survey on Patient Engagement, there are three myths that healthcare organisations need to dismiss the stereotypes and and see seniors as the digital healthcare consumers they are. Myth 1: Seniors […]

75% of older consumers of luxury brands are ready for omnichannel interactions. Surprised?


Luxury brands lag other consumer sectors when it comes to understanding and applying digital technologies, according to a “Digital or Die” report from BCG; and the speed of technology development is endangering their current business models. Importantly, the report cautions that younger consumers are by no means the only ones pulling luxury brands toward digital. Fully […]

Functional claims drive success among older customers for Japanese juice brand


It’s not often that we read a good case study about packaging but Japanese juice maker Kagome managed 330% growth in just three weeks! Taking advantage of new labelling requirements, Kagome revamped its packaging to highlight the cholesterol-lowering benefits of lycopene in its core Kagome Tomato Juice line. And who are their main consumer? The core customers for tomato […]