---

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.

---

Introduction Chapter 1. The ageing consumer - a historic perspective Chapter 2. Population ageing - situation analysis Chapter 3. Introduction to physiological ageing Chapter 4. Understanding customer touchpoints Chapter 5. The ageing senses Chapter 6. The ageing mind Chapter 7. The ageing body Chapter 8. The meaning of ´age-friendly´ Chapter 9. Evaluating age-friendliness Chapter 10. Creating an age-friendly strategy Chapter 11. Age-friendly employers and governments Chapter 12. The future

---

DICK STROUD is author of The 50-Plus Market, a pioneering book about marketing to older consumers. He is the founder and MD of the marketing consultancy 20plus30, which works exclusively in understanding and targeting older consumers. Dick´s early career was in IT, working for IBM and PA Management Consultants. His first book, Internet Strategies, was published by Palgrave Macmillan and became the leading textbook in digital business theory. In addition to consulting, Dick was a visiting lecturer at the London Business School.

KIM WALKER is the founder and CEO of Silver, a business consultancy that helps companies leverage the opportunities presented by the ageing demographic. An Australian by birth, Kim spent most of his early career in the advertising industry holding top management positions with global agencies in Hong Kong, New York, Tokyo and across the Asia-Pacific region from Singapore, where he is based. Silver is Kim´s third pioneering venture. The first was a strategic planning consultancy in Japan, which he later sold to Aegis PLC. He is Founder & Chairman of Aprais, the global leader of B2B company performance evaluations

---