Silver Marketing Association

Visit Madeira targets 55+ market in revamped campaign The move follows last year’s launch of the “Experience Madeira for yourself” campaign, positioning the sub-tropical island as a destination with activities for all ages. The Promotion Bureau has now segmented its content, including a specific focus on the needs and preferences of 55-65 age group. The new video shows an older couple hiking, cycling, boating, sight-seeing and enjoying fine dining. See the full video on our news page bringing you regular updates and insights into the silver market: https://lnkd.in/e8PnvVmV #visitmadeira #marketing #50plus #60plus #silvertravel

Spreading the word about ageism in fashion marketing. Our member Annie Stirk on BBC Radio York this morning. #marketing #fashion #ageismisneverinstyle #ageism #50plus #60plus #proage

Member spotlight: we extend a warm welcome to The Fresh Pool who have joined us as a member. The Fresh Pool was founded in November 2023 by Olivier Koning, a seasoned Managing Director of several Dutch creative agencies in Amsterdam. Olivier says: “At The Fresh Pool we help brands and companies to develop products and services that perfectly suit the growing and influential target group of the Silver Economy. As The Fresh Pool team, we are fascinated by this group of people from (behavioural) science and practice and dare to say that we even love them. We can help you to really discover this group of people. What emotions underlie their choices, how do they talk about your brand, your company and communication? What do they think of your existing products and services? And what can you do to add value to their lives? Because don't forget that purchasing power has shifted to these wealthy consumers who can be critical, but have also been waiting for years to be connected to organizations that see and understand them. So here is a big one growth potential that is not yet being exploited! What if, as a company, you give more focused attention to this target group? They are already open to your story and they are actively looking for new products and services. So let's get started!”. Learn more about the benefits of membership of the Silver Marketing Association here: https://lnkd.in/eFwkjU-H

The Midlife Revolution: new research and breakfast panel event looking into the needs and wants of the 'Bloomers': 9AM Thursday 18th July at Soho House, 180 Strand, London. We have booked our place and are looking forward to this seminar next week, where our member The Kite Factory, together with Southpaw, will share findings from their bespoke research. We're also excited to hear from their stellar line-up of guests. Further details on speakers and how you too can secure your place in The Kite factory's post below ⬇

Member spotlight: we are delighted to welcome Humbug as a member of the Silver Marketing Association. They describe themselves as, 'a bunch of silverbacked marketers dedicated to the baby boomer generation where much of Britain’s economic and cultural power resides.   Affluent, opinionated and independently minded, the silver generation lacks the appreciation and attention they demand and are far too often stereotyped as old and irrelevant by youth oriented marketing teams. As both baby boomers and marketing folk, we’re here to provide the go-to resource for organisations wishing to understand how these very valuable mature consumers think, feel and behave when making consumer purchases, and so advertise more effectively to them. With their own money and marbles, baby boomers are a rewarding bunch, if you understand and play by their rules.  Which we do.   We are now ready to talk to any business that recognises the value of the mature consumer but doesn’t know how best to talk to them!' Our members will be pleased to know that they can read Humbug’s latest Black Paper “In Graves We Trusted” on the funeral market on our website: https://lnkd.in/dFBCBqiK “ or for insight on how key life events influence purchases in the travel leisure market you must see these videos on the Humbug website https://lnkd.in/eeVifD3E 

Ageist and ableist? First The New Yorker and now The Economist: both sides of the Atlantic using the stereotype of a mobility walker to symbolise old age and suggest the candidates are too old to 'run' for POTUS. Patronising and offensive it is yet another way to perpetuate ageist attitudes. What are your thoughts?

'An interesting and thought-provoking day' 'Great variety of topics and we took away tips from all of them!' 'Really good event which also a good size in terms of opportunity to network' 'I have come away with some great holistic takeways around terminolgy, scale of the opportuntiy, potential partnerships, and the fun of the Silver Market.' This is just some of the excellent and positive feedback we received following our annual summit last week. We attach some photos from the day. If you weren’t there or you would like to relive any of the experience, you can log on and watch the sessions here: https://lnkd.in/emmv8Wwc We will soon be confirming the date of our 2025 summit. Meanwhile we have some excellent networking events coming up for our members: 🍷 Networking drinks & canapes Sept. 25th Join fellow members at the Guildhall from 6-8pm on Wednesday September 25th for a relaxed and informal evening of networking 📺 Going North with ITV – Coronation Street experience – October 2nd Taking place from 11am – 3pm and including a delicious lunch at the Coronation Street Exhibition in Manchester, Silver Marketing Association members will join ITV for an insight into what makes Coronation Street such a strong and relevant brand after 64 years. The day includes a talk from the Executive Producer of the show. Details of our upcoming networking events here:https://lnkd.in/ePgZfbri

'50 guys over 50 who are redefining aging.' We've had a strong focus on women aged 50+ who are challenging ageist stereotypes, so it's good to see this article on Men'sHealth about older men who are also redefining what age 50 looks like. Thank you to Michael Clinton for sharing this: https://lnkd.in/e5u9KgUv (Image from menshealth.com)

Congratulations to our member Eleanor Mills, whose upcoming book 'Much More to Come: Lessons on the Mayhem and Magnificence of Midlife' has just been made Waterstones' Pick of the Month. Founder and Editor in Chief of Noon.org.uk, Eleanor has been busy combatting gendered ageism and championing the causes of women in midlife (a group she calls Queenagers), giving them a voice and outlet for their concerns. Recent research conducted by Noon shows that women 45-60 are a massively underserved cohort by brands with 60% saying they would be more likely to buy from companies who address them directly. Her plan is to connect brands with Queenagers and get them to understand that this cohort are a massive, financially lucrative and under-served cohort. Meanwhile, Eleanor has been writing her latest book, squeezing "any bit of insight or wisdom I ever had into its pages. And much of it has been informed by wonderful Queenagers."  Pre-publication quotes include: Carol Vorderman said: 'As a post-menopausal woman, l can absolutely tell you that it’s a freedom to be who you were always meant to be, and this book confirms it’ While Liz Earle said it is: 'A warm, witty and wise guide to embracing midlife – and far beyond' 'Much More to Come: Lessons on the Mayhem and Magnificence of Midlife' is due to be published by HarperCollins on August 1st. and is available at half price with the code Muchmore50 on waterstones.com

"The future of marketing is intergenerational." One of the key messages that came out of our Silver Marketing Summit was the need for marketing teams to contain a mix of generations to help provide more balanced campaigns with a focus on shared, age-neutral values rather than the perceived 'age-appropriate' interests of various age groups. This was also raised by Mauro F. Guillén in a recent article in Harvard Business Review: 'It’s time for marketers to shed old ways of thinking and realign their priorities. A first step is to become an “ageless” brand, one that emphasizes common values across different age groups. But the destination must be to be build “post-generational” brands, that is, to create a narrative that allow for generations influencing each other’s preferences and purchases through their interaction.' #marketing #ageisjustanumber #ageism Thank you to Nicky McKenna for sharing this article: https://lnkd.in/dpRugh-E