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Overcoming the barriers of the assisted living market: Developing successful marketing campaigns to connect with an over-50s audience
Journal of Brand Strategy,
4
(3),
217-223
(2015)
Abstract
Despite being overlooked in the past, brands are waking up to the fact that the over-50s is one of the most affluent consumer groups. This paper examines the diversity of this age group, examining the best way to reach an over 50s audience and looking at what barriers need to be overcome in order to meet their needs. Drawing on research and insight from its own social enterprise, Age UK proposes ways in which the manufacturer can take into account the entire customer journey to ensure a brand proposition which is naturally accessible to those in later life.
Keywords: Age UK; mobility; assisted living; charity; 60+; 70+; later life; older consumers
The full article is available to subscribers to the journal.
Author's Biography
Helena King is Head of Affi nity at Age UK, where her role is about identifying strategic commercial partnerships to create better product solutions for people in later life. Having identifi ed a need or gap in the market, Helena works with companies to tailor an age-friendly product which reaches the high standards of Age UK. Helena has worked at Age UK since 2006 and among her achievements she has revived its home shopping business, re-branded the charity’s 420+ high street shops and positioned Age UK as one of the top providers of stair lifts in the country with an annual turnover of £16m, and the entire portfolio worth £35m. Helena also draws on her vast experience in retail and fashion to oversee public relations, marketing and communications for Age UK’s retail division.
