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.
This is the first work for the Mizkan brand from Wonderhood Studios.
Set aside your millennial obsession for a moment and focus on China's fastest-growing generational group.
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.
The industry’s obsession with youth is as pronounced in Asia-Pacific as anywhere, and it’s doing everyone a disservice.
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.
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins