Seniors

546 results found

Sort by

Why Saga swapped utility for empathy – in both product and communications

Article • Sam Peña-Taylor, Event Reports, MRS Impact conference, March 2021

Senior-focused company Saga needed to improve how it spoke to its (potential) customers – it engaged current research to tailor both its products and communications.

Homebound Brits turned to streaming in 2020

Data • Cinzia Petio, WARC Data Points, March 2021

An overview of video consumption across different age groups in the United Kingdom in 2020.

How Prudential responded to changing retirement needs during COVID-19

Article • Jo Bowman, Event Reports, ANA Influencer Marketing & Activation Conference, December 2020

Prudential, the financial-services provider, had to rapidly adapt to the changing needs of participants in its retirement plans during the COVID-19 pandemic.

Traditional sports more popular than e-sports among older gamers

Data • Rob Clapp, WARC Data Points, March 2021

An overview of how long gamers spend watching e-sports and traditional sports content.

Strategy Toolkit module 5: Generating insight

Article • WARC Strategy Toolkit, March 2021

Describes how agency strategists/planners gain and use insights – and what type of insight is useful when developing a marketing or communications strategy.

Mobile activity rose 16% among older audiences last year

Data • Rob Clapp, WARC Data Points, February 2021

An overview of the growth in mobile consumption by age group in Australia, Canada, France, Germany, South Korea, the UK, and the United States.

How to better reach and resonate with baby boomers online

Article • Sarah Dawley , WARC Best Practice, February, 2021

This article incorporates findings from Hootsuite’s Social Trends 2021 report (a survey of 11,189 marketers), as well as Hootsuite and We Are Social’s Digital 2021 report (a global look at emerging digital behaviors with data from over 220 countries and territories).

Gaming activity grew quickest among older Americans in 2020

Data • Rob Clapp, WARC Data Points, January 2021

An overview of growth in time spent gaming and spending on video games in the United States among older audiences.

Legal and General: The power of us – driving positive change for care seekers through insight

Research Paper • MRS Awards Papers, Finalist, MRS Award for Financial Services Research, 2020

Legal and General (L&G), a financial services company, launched a research study using a series of qualitative methods to identify the needs of care seekers.

Beit Al Baraka: The Dignity Card

Case Study • Tahaab Rais, Carl Bou Abdallah, Emile Atallah, WARC Media Awards, Silver, Effective Use of Partnerships and Sponsorships, 2020

Lebanese NGO Beit Al Baraka launched an innovative payment card to help underprivileged elderly in a way that would empower them and preserve their dignity.

Lloyds Bank: Crossword Clues

Case Study • Thomas Johnson, WARC Media Awards, Silver and Effective Native Award, Effective Use of Partnerships and Sponsorships, 2020

British bank Lloyds ran a targeted print campaign to encourage its older, affluent customers to try its market-leading banking app.

SVOD age gap narrows as older consumers watch more

Data • Rob Clapp, WARC Data Points, November 2020

An overview of subscription video-on-demand (SVOD) consumption in the UK and US by age group.

Half of Indians to spend less this festive season

Data • Rob Clapp, WARC Data Points, November 2020

An overview of planned consumer spending and channel use in India this festive holiday season.

HomeEquity Bank: #PauseToRemember

Case Study • Maxine Thomas, David Tremblay, WARC Media Awards, Silver, Effective Channel Integration, 2020

Financial services provider HomeEquity Bank targeted online war gamers in a Remembrance Day activation to raise awareness of its partnership with the Royal Canadian Legion and increase brand affinity among seniors in Canada.

Les Binet’s media tips for reaching older and younger consumers during the COVID-19 pandemic

Article • Stephen Whiteside, Event Reports, IAB UK Digital Upfronts, October 2020

The TouchPoints database run by the Institute of Practitioners in Advertising (IPA), the trade body, offers numerous guidelines for brands seeking to adapt media strategies during COVID-19.

Social commerce in Southeast Asia sees triple-digit growth

Data • Rob Clapp, WARC Data Points, October 2020

An overview of social commerce's growth and popularity in Southeast Asia (the Philippines, Singapore, Thailand and Vietnam) during the first half of 2020.

Brighthouse Financial: Building a new marketing machine

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Brighthouse Financial, a life insurance company, built a new marketing machine to launch its brand in the US in a slow-moving category dominated by long-standing competitors.

Four themes for the grocery market in 2021

Article • Brian Carruthers, Event Reports, Kantar Talks Webinar, September 2020

This article addresses the themes, identified by Kantar, that will be driving the fast-moving consumer goods market in the year ahead.

AARP and Getty Images challenge marketers to move beyond ageist stereotyping

Article • Geoffrey Precourt, Event Reports, ARF Shifting the Perception of Aging, June 2020

Research from the non-profit American Association of Retired Persons and the image and video provider Getty Images has demonstrated that marketers should be depicting older consumers in different ways from in the past.

Two in three Baby Boomers now gaming due to COVID-19

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), September 2020

An overview of gaming's popularity among the Baby Boomer generation (those aged 56-64).

Ad blocking easing in Europe but stable in the US

Data • Rob Clapp, WARC Data Points, September 2020

An overview of ad blocking by year, gender, age and device in Denmark, Finland, Germany, Norway, Sweden, the UK and the United States.

Vlogs are one of the fastest growing sources for brand discovery

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), September 2020

An overview of brand and product discovery among Gen Z and Baby Boomer consumers.

Understanding the generational differences in how Thailand’s consumers live in the “new normal”

Article • Chalinee Hirano, WARC Exclusive, Spotlight Thailand, September 2020

New research from Far East Fame Line DDB breaks down how Thai consumers have adapted post-lockdown and outlines the differences across generations.

Half of Americans have boycotted a brand, rises to 67% of high income consumers

Data • Rob Clapp, WARC Data Points, August 2020

An overview of consumer participation and perceived effectiveness of brand boycotts.

India was the second largest TikTok influencer market

Data • Rob Clapp, WARC Data Points, July 2020

An overview of the TikTok influencer market in India.

The Future 100: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.
Mars Wrigley finds new insights for marketing on big occasions

Article • Mary Connors, Event Reports, Shopper Insights & Retail Activation Conference, June 2018

Mars Wrigley, the confectionery company, has uncovered powerful new insights regarding the role that its products can play during major seasonal events.
Kraft Heinz supplements advertising with “actvertising”

Article • Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2018

Kraft Heinz, the consumer packaged goods giant, is using an approach called “actvertising” to build on the impact of its advertising.
The world market for health and wellness packaged food

Article • Euromonitor Strategy Briefings, August 2018

A global outlook on health and wellness packaged food, with information on the leading companies and brands, top five trends shaping the industry and market snapshots.
The Future 100: Trends and change to watch in 2018

Article • J. Walter Thompson Intelligence, Research on WARC, December 2017

This annual report by J Walter Thompson Intelligence charts 10 emerging trends across 10 sectors that will shape marketing globally in 2018, spanning culture, tech, travel and more.
What we know about Health and Wellness Marketing

Article • WARC Best Practice, February 2020

Looks at the growth of the health and wellness sector and how smart technology is changing the category, as it has made it easier for consumers to monitor their health and track their fitness goals and has raised expectations of health and wellness brands.