seniors

Jan 22, 2021

Campaign Crash Course: Marketing for the silver generation

Despite its market influence, the silver generation continues to be overlooked by many brands fixated on a younger image. But in this lesson, you'll hear about brand-positive approaches to engaging seniors.

Jan 19, 2021

Apple cider vinegar brand OSU captures spirit of stylish Japanese nonagenarians

This is the first work for the Mizkan brand from Wonderhood Studios.

Mar 25, 2019

The rising potential of China’s new seniors

Set aside your millennial obsession for a moment and focus on China's fastest-growing generational group.

Sep 28, 2017

Why the days of consumer segmentation by age are numbered

Implicit ageism leads to stereotyping that sidelines a US$3.3 trillion market; while an age-inclusive approach is a win-win for both brands and consumers.

Sep 11, 2017

"When people get older, we tend to push them out"

The industry’s obsession with youth is as pronounced in Asia-Pacific as anywhere, and it’s doing everyone a disservice.

Sep 11, 2017

The death of the demographic

Demographics don't hold much use to marketers anymore since they can't help connect brands with consumers in their correct state of mind, writes Mindshare's head of strategy for North Asia.