Marketing To The Older Adult

When we think about marketing or its close cousin, advertising, we often think Madison Avenue in New York and the famous TV series, Mad Men, about the men and women who populated the early days of mass marketing and advertising.That series had liberal doses of sexism in each episode along with heavy smoking and drinking, all of which was perfectly accepted and tolerated back then.What it didn’t have was any reference or after thought to ageism. It was a time in America when the vast majority were still young and becoming upwardly mobile.But, as populations began to age, marketers often failed to realize the golden opportunity in front of them.And, in many ways, they still fail to realize it.This week on The Art 2 Aging, I talk with veteran marketer and product innovator, Costas Papaikonomou to get his thoughts on where marketing is right now and where it could be heading in a world of older consumers.Costas ran his own agency, Happen Group, which was acquired by Accenture in 2019, and his clients ranked among the biggest consumer goods companies in the world. That makes his insights noteworthy.If you are enjoying the content here on The Art 2 Aging, we would love you to become a paid subscriber. It really helps us to continue to generate meaningful information for older adults. Thank you! This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit theart2aging.substack.com/subscribe