Kim Walker
May 30, 2014

Advertising to older consumers: 7 strategies that work

Examples of tried-and-true techniques for speaking to older consumers.

The web is littered with expert opinion about how to sell to older consumers “Say this and “don’t say that.” The problem is that these generalizations are a blunt instrument, and often downright misleading.

Take for example the oft-recycled rules’ on marketing to baby boomers. The fundamental problem is that these rules are based on behavioural assumptions of citizens from specific countries and cultures, particularly the United States. Too often they represent a small segment...

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