Anyone who has visited China will have seen the hordes of park dancers who flock to the public parks to get their daily dose of exercise and socialisation. A few years ago while in China advising one of the worlds leading sportswear brands on the ageing consumer, I suggested that the company could develop a […]
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 […]
Is advertising a young person’s game?
As an old (ageing) adman myself, I have often claimed that advertising is a ‘young person’s game’.
Nike inspires us with 86 year-old, super athletic ‘Iron Nun’
We normally rile against exaggerated images of older people frolicking on beaches or performing physical feats, but if those stories are real and extraordinary, then they can inspire people of all ages. Nike introduces us to Sister Madonna Buder, as part of their “Unlimited” Campaign. As you’ll see in the TVC “Unlimited Youth” it celebrates an […]
Changing perceptions about ageing – one video at a time
The average age of people employed in marketing communications in the UK was a tender 33 years when we researched our book on the ageing consumer a few years ago.
Rethink ageing for a more realistic and optimistic prediction of economic impact
The conventional old-age dependency ratio makes the economic impact of ageing societies seem worse than they will be. There are now some better measures that do not exaggerate the effects of ageing.
An extraordinary exhibition on ageing – Bangkok, Thailand
Titled “New Aged Citizens: New Definitions, Opportunities and Challenges” this exhibition shows a solid understanding of the issues and challenges surrounding an ageing society.
Incubator aims to help the vulnerable elderly in Singapore
The concept is not new but again, Singapore demonstrates it’s putting money where it’s mouth is.
Rethink your customer experience, because ageing isn't just about older people.
We spend too much time thinking that physical ageing applies only to ‘older’ people, but the effects actually begin from around the age of 27.
Some 38 year olds have the biological age of retirees. All the more reason to Age-Friendly.
A study of people born within a year of each other has uncovered a huge gulf in the speed at which their bodies age