silver-tsunami 5189

The perils of marketing to mature consumers

Katherine Rose, marketing director of retirement homes company Audley Retirement, explains the richly diverse audience of boomers, and how marketers should view them. She says, “ItŒs patronising to consider it as one group. Marketing to the over-50s is the same as any other marketing – to understand the consumer you have to
understand their behaviour and attitudes.”

Top