Understand the impact of a global ageing population on how products are bought, and the effect this has on how to market and advertise these products and services to the older generation of consumers. Contains models for companies to evaluate the success of their own strategies, with tools for improving their age-friendly marketing campaigns. "Marketing to the Ageing Consumer is a much-needed pioneer. Our population is ageing and it is common knowledge that older people have different needs and preferences to younger people. Yet, there is virtually no literature that documents the changes that are necessary to make the market environment more age-friendly. This book does exactly that. It is thorough, well-written and to the point, and a must-read for marketing executives and anyone interested in consumer economics." Professor Christopher Pissarides, London School of Economics, Nobel laureate in Economic Sciences, 2010 "This book provides a wealth of insights that the youthful communications industry needs to listen to and act on because there is a wealth of opportunity to shape how our businesses and brands behave towards what will be an ever increasing and more valuable market .this book can be your guide." Chris Thomas, Chairman & CEO, BBDO Asia, Middle East & Africa "This book comprehensively sets out a compelling case for change in a clear, unambiguous and balanced way. Even better, it offers practical steps for how marketers, executives and their advisors need to change their approach to product design, marketing communication, customer service and engagement. It is one of the very few business books I send proactively to my clients." Chris Kaye, Head of Insurance, Asia Pacific, The Boston Consulting Group. "This book provides a much-needed corrective to the torrent of negativity that we hear about population aging. By focusing on ways that businesses can adapt to, and indeed thrive in response to, an older customer base, Dick Stroud and Kim Walker guide us toward seeing the opportunities that aging brings. Because population aging is taking place worldwide, this book shines a light that will be useful everywhere. 'Age-friendly' practices, as elucidated herein, can revolutionize the operation of both business and government, and are an essential part of the way we need to respond to an aging world." Professor David Bloom, Clarence James Gamble Professor of Economics and Demography, Harvard "Being somebody who is (very) firmly in the 50+ bracket I have a clear sense of how , and how not , to be marketed to. This book will be of great value to anybody who wants to reach me." Dominic Proctor,?President, GroupM Global "This book examines the essential commercial implications of the unique phenomenon of rapid ageing. As the world's population of over 60's doubles by 2030 and almost trebles by 2050, societies will need new coping mechanisms, and companies will need to adapt to a big shift in the structure of their consumer markets. Dick Stroud and Kim Walker take an important and innovative approach to show why and how." George Magnus, Senior Economic Adviser, UBS Investment Bank, London "This book informs brand owners on how to grow value by opening up to new audiences, an absolutely essential strategy in saturated markets. Marketing to the Ageing Consumer looks at the positives that marketing to an older consumer can bring to brands. Stroud and Walker's debate around age-friendliness adds a very fresh perspective to the age debate." Jo Rigby, Global Insight Director, Omnicom Media Group "Marketing to the Ageing Consumer isn't just about age-neutral marketing in the mode of the brilliant Apple case. It goes way beyond that and powerfully points out the lost profit opportunities for companies that fail to appreciate the enormous purchasing power of older consumers and to understand their needs." Professor Malcolm McDonald, Emeritus Professor, Cranfield School of Management "We are getting old and we are all in a state of denial about the physiological and practical impact. Large and easy opening containers are never sexy topics but organisations, private and public, that want to grasp the opportunities that demographic change represents, have an essential tool in the 'age-friendliness' framework outlined in this book. Read it and prepare your organisation for the future." Alex Batchelor, Chief Operating Officer, BrainJuicer "The commercial world has belatedly woken up to the need to address the 50+ population respectfully and strategically. Dick Stroud and Kim Walker's work is thorough, insightful and backed by both empirical evidence and an instinctive understanding of the various types of character in this age group. This book proposes an important, ambitious andpractical new metric to help businesses address what is without question one of the biggest issues of the 21st century." Neil Barrie, Global Planning Director, TBWA\Chiat Day Los Angeles "Kim Walker and Dick Stroud say: 'Population ageing will soon