SilverComm : Marketing Practices and Messages for the Age of Aging

In 2021, the first of the 78 million Baby Boomers turned 75, and by 2030, those 65 and older will account for 20% of the U.S. population. Although seniors control 70% of disposable income and make 50% of all consumer purchases, most current marketing campaigns devote less than 10% of their budgets to this vital and vibrant market. It is imperative that the strategic communication professions take note of this oncoming Silver Tsunami and learn to make the most of it. This supplementary textbook, suitable for both undergrad and graduate students, explains how longevity has affected and must continue to affect marketing and advertising practices. While students rarely gear their professional paths towards elderly markets, engaging with the senior sectors can lead to an incredibly rewarding and successful career. In addition to 25 exclusive interviews with professionals working with seniors, the volume featuresnew, theory-based research on crisis public relations, advertising’s distorted mirror, unregulated medical advertising, and media erasurefocused content on many U.S. states and various foreign countriestext boxes within each chapter to highlight key pointsproject-related exercises at the end of each chapterengaging illustrations program appendices, including Project Resources and 50 Years of U.S. Elder-focused Cinema