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Overcoming the barriers of the assisted living market: Developing successful marketing campaigns to connect with an over-50s audience

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  • King, Helena

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.

Suggested Citation

  • King, Helena, 2015. "Overcoming the barriers of the assisted living market: Developing successful marketing campaigns to connect with an over-50s audience," Journal of Brand Strategy, Henry Stewart Publications, vol. 4(3), pages 217-223, October.
    • Handle: RePEc:aza:jbs000:y:2015:v:4:i:3:p:217-223
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    More about this item

    Keywords

    Age UK; mobility; assisted living; charity; 60&plus; 70&plus; later life; older consumers;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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