Business of Aging: Marketing to Older Adults

Many businesses continue to focus their marketing efforts on young adults, ignoring the potential of the mature consumer market. However, there has been a proliferation of advertising campaigns the last few of years that cater to the older adult demographic. The examples below illustrate a growing trend towards using older adults in advertising material.

TK MaxxIn 2014, the British fashion store TK Maxx, recruited Olga Taylor (age 62) as the face of their brand. Taylor, who works in catering at a local college, was scouted shopping at TK Maxx as part of their ‘Me. By Me.’ campaign that focused on ‘real people’.

karlie-kloss-kate-spade-spring-2015-campaign05At 93 years of age, Iris Apfel was the star of retailer Kate Spade New York’s spring 2015 ad campaign.

Joni MitchelJoni Mitchell became the face of Saint Laurent Paris at the age of 71.



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