More of us are living longer and what it means to be an ageing consumer is changing. So how will brands market themselves to tomorrow’s older population?

This is a generation that is used to shopping online, holds authenticity in high regard, and has issues like sustainability top of mind.

The old advertising tropes of an elderly couple walking on a beach probably won’t cut through, so how will brands talk to these consumers in a relevant and engaging way?

It is a huge opportunity. As Jen Whyte, Front End Innovation Insights Director at Haleon, puts it: “Where does the money lie? The money lies with this older cohort."

In this episode of The Persuasion Game podcast, she shares her views on the way brands market themselves to older people now, and how to persuade younger consumers to think about their own futures today.

We also hear from Anniki Sommerville, an author, journalist, and influencer — who’s built a reputation for her sharp and insightful takes on modern life.

They offer different perspectives on how to speak to and connect with older consumers.

Follow Anniki on Instagram

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This is an 18Sixty production for The Forge.

CHAPTERS:

(00:00 ) Introduction

(03:33 ) Global ageing trends and healthcare

(05:50 ) Preventative health and supplements

(11:03 ) Marketing to older consumers

(20:58 ) Authenticity in branding