As more people live longer, consumer brands need to consider the needs of the older population. Companies that neglect senior consumers, especially the Baby Boomers, can end up missing a massive opportunity to attract and retain a growing market and make a ton of money along the way.

Older generations, those 50 and older, make up 51% of consumer spending. Despite the prevalence of youth in advertisements, older people spend way, way more money than younger generations (because they have more disposable income). Like young people, older folks also want to learn about brands to stay informed on new and significant trends. So, smart brands will soon wake up to the fact it is time to tap into the growing senior market and leverage the power of older consumers. The longevity economy, the largest and fastest-growing market in the world, is an opportunity marketers can't afford to ignore. 

My guest today is Brian Clark, a digital marketing and tech entrepreneur, proud Gen X’er, and author of Longevity Gains, a Substack newsletter about the longevity economy. Join us as we discuss the massive demographic shift that's about to happen, why people should actually be excited about getting older, and the need for intergenerational harmony. We have a lot of fun along the way, too. 

"You hit 50, and I'm telling you, I'm living proof you get happier. And the happiest decade of life is your 70s."

- Brian Clark

In This Episode:

-What is the longevity economy?

-Why are we now becoming more aware of ageism?

-Are marketers deliberately ignoring older consumers? Why or why not?

-Which companies are attracting and retaining older consumers?

-The need for intergenerational harmony

-Why many people are not excited about growing older

-Where can companies get insights on marketing to older consumers?

-Hope for the older generation and those who are getting there

And much more.

Resources:

-Further: Midlife Health, Wealth, and Personal Growth Newsletter: https://further.net/

-The Longevity Economy by Dr. Joseph Coughlin: https://longevityeconomy.com/

Connect with Brian Clark:

-Website: https://www.longevitygains.com/

-LinkedIn: https://www.linkedin.com/in/thatbrianclark/

Connect with Maureen Clough:

-Instagram: @itgetslateearly - https://www.instagram.com/itgetslateearly/

-YouTube: @itgetslateearly - https://www.youtube.com/channel/UCGrHwk-y7ERaq7bCSjZYf1A?sub_confirmation=1

-Website: itgetslateearly.com - https://www.itgetslateearly.com/

-LinkedIn: @maureenwclough - https://www.linkedin.com/in/maureenwclough/

-Facebook: It Gets Late Early - https://www.facebook.com/profile.php?id=100088694515585