Marketing in times of aging markets

Marketing in times of aging markets

Academic speaker: Linda van Rijn, PhD student at RSM and product director advanced solutions at Global Product Management GfK
Practitioner speaker: Marieke Bos, Marketing Manager Becel, ProActiv and Digital Perception at Upfield
Moderators: Dr Bram Van den Bergh, associate professor in marketing at RSM; and Prof. Gerrit van Bruggen, professor in marketing at RSM

Many developed markets are confronted with a rapidly aging population. Senior consumers are becoming an interesting and significant market segment, which offers opportunities for new product developments and new product categories. But when people grow older, the way they buy and consume their ‘regular’ products may also change. Marketers often seem to assume that targeting older consumers with marketing activities will not be worth the resources, because over time they have already developed brand and consumption preferences, which will be very difficult to change. But is this the case? And is the motto ‘Get them young, keep them long’ indeed true? In this session, we will cover the consequences of aging on consumer behaviour, and offer insights in the ways marketers can respond to this demographic trend. The aging population will become an important challenge for many marketers but will also open up great opportunities.