It’s no secret that we live in a youth-obsessed society. This is perhaps no more evident than in the contemporary branding, media, marketing and entertainment industries. Page through any mainstream publication, peruse the advertising screened on prime-time television or consider the media personalities that are held in the highest regard to see just how much youthfulness is lauded. Even from a strategic perspective, there is hardly a brand in existence today that is not affording consideration to attracting and engaging the “youth market”. Amid this frenzy, there is another segment that continues to grow in both numbers and value while remaining largely untapped in terms of its consumer potential: the seniors. Though there is no agreed-upon international numerical criterion for senior citizenship, if we make use of the UN’s definition of 60+ years, it is worth noting that for the first time in history, seniors now make up roughly 13% of the world’s total population. The proportion ...

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