Most markets worldwide now have an ageing population, with spending power increasingly gathering with older people. Smart brands are recognizing the spending power of this group, and tailoring their products and comms accordingly.

The Drum's senior reporter Chris Sutcliffe is joined by Kristen Nozell Bornstein, vice president of human insights, Known; and Richard Trigg, design partner at Tangent, to discuss the following:

• Older people are typically unrepresented in most advertising, with some notable exceptions. Where does that lack of representation come from?
• By contrast, where are we still seeing advertising targeted at older people? Which sectors and mediums still focus upon older people?
• Are digital tools and personalisation picking up the slack at all? Why/why not?
• Worldwide, wealth is disproportionately concentrated in the hands of older generations. What impact is that having on marketing aimed at those cohorts?
• What needs to happen in and around the marketing industry to make it more representative of older people?

Hosted on Acast. See acast.com/privacy for more information.