Top 10 Misconceptions That Sabotage Marketing to Mature Audiences #4: Old age is a fixed point on the horizon.

This installment of our series on marketing to mature audiences reveals that more and more, people who reach the “traditional” age of retirement are foregoing the stereotypical retirement lifestyle of rest and relaxation. They’re working longer and living more active lives—presenting a golden opportunity for marketers to build stronger relationships with this audience and its enormous spending power.

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Martino Flynn is a full-service advertising, public relations, and digital media agency serving business-to-business, business-to-consumer, not-for-profit, and retail clients. Located in upstate New York, Martino Flynn is a member of the American Association of Advertising Agencies (AAAA), as well as thenetworkone and the Marketing and Advertising Global Network (MAGNET).