The light at the end of the tunnel: marketing to seniors

Purpose This paper aims to address the continuing absence of older individuals portrayed across the advertising spectrum. Design/methodology/approach A selective citation of research about seniors as a powerful wealth segment and growing demographic contrasted with their almost complete absence from any advertising/marketing other than for products for the “aged.” Findings The research clearly demonstrates that older people are active buyers of consumer products, especially digital products and that stereotypes about the behaviors and opinions of classic generational cohorts are invalid. Research limitations/implications This viewpoint is based on selective citations from the relevant literature and makes no claim to being a comprehensive review. Practical implications If the recommendations suggested in the viewpoint are adopted, people should see more older people depicted sensitively in a wider range of product categories from cell phones to detergent. Social implications If the viewpoints expressed in the article being widely known and understood, people should see a reduction in the careless stereotyping of Boomers, Millennials and other cohorts, leading to greater empathy and understanding. Originality/value The viewpoint brings together many disparate threads around marketing to seniors and generational cohort stereotyping in a way that has not been done before, to the best of the author’s knowledge.