Marketing to the 50+ crowd: A booming opportunity | MarTech

As I said in the previous point, there’s an increasing number of people who are aged 55+, who are still working (especially that in many societies we’ll work longer), have money to spend, are fit/healthy and who have specific needs. This is why I think models like Wisr (a marketplace for senior talents listed on the landscape) or a Peloton for boom... See more

By 2050, there will be more than 2 billion people over the age of 60 in the world – about 25% of the world’s population. These numbers, combined with a massive increase in tech adoption by older adults, and a growing number of elderly-care providers, mean the Age Tech market is expected to reach $2 trillion.

Baby boomers are more tech savvy than their parents, having learned how to use computers and iphones during much of their working life, and may be more amenable to embracing (ever evolving) tech in their daily lives. This means that both post-retirement and elderly consumers themselves, as well as their aides both at home and in facilities, will be... See more

Yet just ~5% of advertising dollars target Boomers.

Generational marketing has been hollowed out by crude stereotyping and an obsession with youth. Our sustainability agenda remains hooked on techno optimism and the myth of green growth. Our diversity push has spawned a whole new industry for awards but continues to eschew anyone over 40 or who didn’t go to the right school. We ignore people’s need ... See more

By 2020 there will be 50 million people older than 65; by 2050, those over 65 years old will represent a whopping 20% of the U.S. population.

Over the past decade we have seen a wave of consumer fintech innovation unbundle the traditional bank and financial services platforms as younger customers have poured in to those emerging leaders. But no recent consumer-focused fintech player has built a new, large financial services platform specifically focused on America’s aging population. Giv... See more