insight
The growth and importance of mature audiences has been matched by greater complexity and diversity. Traditional assumptions about age and ageing are increasingly inappropriate and ineffective as the basis for marketing planning. To ensure that expert knowledge and insight are at the heart of what we do, we have invested in an extensive research project, a ‘mature consumer panel’, and a suite of specialist planning methodologies and tools.
marketing and mature audiences: a research report by rhc advantage
Drawing upon more than 200 academic, commercial and Government data and research sources, our report provides an authoritative and comprehensive introduction to the subject of marketing and older people in the UK. As well as providing information and insight, the report also draws conclusions on the implications of an ageing population for marketing.
The report was produced and written by rhc advantage in collaboration with two University Professors: Dr David Gilbert, Professor of Marketing at the University of Surrey; and Dr Paul Sweeting, Professor of Actuarial Science at the University of Kent.
The report is regularly updated and is provided at no charge to our clients. We are currently offering to present the main findings of the report to approved organisations, via a 40-minute presentation, on a complimentary basis.
The scope of the report is extensive, and includes:
- Demographic trends and projections
- Macro-environmental factors, including economic, social and political
- The wealth and expenditure of older people
- The attitudes of older people to age, ageing, business, brands and marketing
- Segmentation models and the so-called ‘Baby Boomer’ phenomenon
- Marketing in practice, including examples of the ‘good, the bad and the ugly’
- Marketing communications guidelines
- Conclusions and recommendations
Please contact us to arrange a presentation.
gaining insight for your organisation
We have developed a suite of specialist planning methodologies and tools. These aim to understand the current and future importance of older people to your business, and to ensure that this knowledge and insight is at the heart of your brand, communications and marketing planning.
The starting point is often our ‘Age Advantage’ workshop. This is a half or full day session aiming to ‘kick-start’ a new approach to mature audiences amongst your team. It includes scene-setting (a more detailed presentation of our research report), followed by moderated discussion, and interactive group exercises. The intention is to identify opportunities for marketing re-alignment and knowledge.
Our MMA (Marketing for Mature Audiences) planning methodology provides a structured approach to re-aligning your marketing planning and communications with the realities of population change. The required approach is tailored to your needs and often the starting point is an ‘Age Advantage’ workshop.
All of this is underpinned by our Mature Consumer Panel, a group of consumers of all ages from 50 to over 85 years old. This unique resource enables us to engage in dialogue with a wide age range of consumers, formally and informally, online and in person.
Please contact us for further information or an exploratory discussion.
