Top 10 Misconceptions That Sabotage Marketing to Mature Audiences #3: If we build it (to suit ourselves), they will come.

This installment of our series on marketing to mature audiences shows why it’s important to understand what truly motivates them—and not bet your marketing dollars on the validity of commonly held stereotypes. Companies that make assumptions about the older adult audience without completing their due diligence have paid the price with consumer apathy, slow sales, and weakened brands.

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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).