In a world where marketing trends shift rapidly, one demographic remains surprisingly underrepresented: the elderly.
Anđela Matković studied this question in her thesis at Master in Innovation in Food Science and Technology – Michele Ferrero at Università Cattolica del Sacro Cuore. In her work, supervised by professor Edoardo Fornari and Doctor Andrea Malfatti, Matković sheds light on how brands can successfully connect with ageing consumers through responsible marketing practices.
Responsible marketing, defined by transparency, inclusivity, sustainability, and social consciousness—is more than a buzzword. It’s a strategic approach that builds trust, strengthens brand identity, and nurtures long-term consumer relationships. And when it comes to older adults, this strategy is not only ethical—it’s smart business.
Today’s senior population is the fastest-growing demographic worldwide. They possess both time and spending power yet remain a “blind spot” in many marketing frameworks. Older consumers value quality, honesty, and emotional resonance, traits that align perfectly with responsible branding.
Breaking stereotypes is a key first step. Seniors should be portrayed not as passive or dependent, but as vital, capable members of society. Marketing content can also address prevalent issues such as loneliness by fostering connection, visibility, and respect. Diversity within the ageing population must be acknowledged—after all, age is more of a mindset than a number.
One compelling strategy is storytelling, especially through the lens of “Silver Marketing.” Nostalgia plays a powerful role—evoking memories through cultural symbols from the 1950s to 1980s, and celebrating the act of sharing experiences, traditions, and family time. Campaigns that honor heritage while looking forward can bridge generations and create emotional impact.
Equally important is packaging design. Products aimed at elderly consumers should prioritize functionality and accessibility: easy-to-open formats, large readable fonts, honest labeling, and recyclable materials. Interactive elements can even support cognitive engagement while reinforcing brand loyalty.
The case study included a “retro” styled praline product tailored for older adults featuring sustainable, interactive packaging that resonates with all generations, not just the elderly.
Ultimately, this approach reframes marketing not merely as a commercial tool, but as a force for social good. As the presentation concluded, “Marketing is not an end in itself. It must serve not only business but the goals of society.” By embracing the ageing population, brands can drive positive change while also tapping into one of the most loyal and growing consumer bases of the future.