Okay, so we exaggerate a bit. But it’s to make a point: the number of people aged 65 and older is expected to swell to more than 70 million by 2030—and no other demographic is more diverse and dynamic. Unless you know the nuances of marketing to this oft-misunderstood group, you’re missing out on an opportunity of staggering (and growing) proportions. Here’s just a sampling:

One size does not fit all.

You can segment the rapidly growing senior market—which will represent more than 45% of the US population by 2015—into a number of different subgroups, based on distinct life experiences and attitudes.

It's all starting to click.

Who makes more purchases on the Internet: your retired father, or your teenage son? Check out our white paper,“Top 10 Misconceptions that Sabotage Marketing to Mature Audiences, #10: Mature Adults are Technophobes”, and you’ll find that it's Dad. In fact, the older adult audience—more than 80% of which are already online—spends more than $7 billion there each year. And believe it or not, older Americans also spend more time on the Web than teenagers.

Illuminating the gray areas.

So how do you reach this complex group? Simple: expertise and experience. Our work with clients includes a number of qualitative and quantitative studies of older consumers—so we’re in tune with what they think, how they think, and how they differ. We offer everything you need to reach and influence the mature market:

• Customer Research
• Segmentation Strategy
• Brand Strategy + Positioning
• Communications Planning
• Media Planning + Buying
• Direct Response
• Public Relations
• Online Marketing
• Advertising

Learn more about our agency capabilities here.