The document summarizes an event focused on opportunities in the "Silver Economy" for consumers aged 50 and over. It includes: - An agenda for the event that covers framing the problem of invisibility of older consumers, a company launch targeting older adults, a consumer panel of 50+ individuals, perspectives from organizations already serving older customers, and a call to action. - Statistics showing the significant spending power and wealth of older consumers, yet most advertising targets those under 50. - Comments from older consumers about feeling invisible and ignored by retailers. - Details of a company called OLDER that aims to inspire brands to better engage and earn the business of customers over 50.

1. The “Silver” Economy:
Opportunities Hiding in Plain Sight
✓ Open mobile camera
✓ Point, and…

2. Time Item to be Explored
- 5:20----------------Framing the Problem & Potential Opportunities--------------------------------
5:20-5:35-----------Company Launch of "Older"-------------------------------------------------------------------------
5:35-6:00-----------Panel of Consumers (Aged 50+) --------------------------------------
6:00-6:25-----------Organizational Point of View-----------------------------------------------------------------------
6:25-6:30-----------Event Wrap-up, Call to Action & Closing Remarks-----------------------------
6:30+----------------Networking--------------------------------------------------
The “Silver” Economy:
Opportunities Hiding in Plain Sight

3. Up Next:
Brief Intro to Aging2.0

4. Accelerating innovation to improve the lives
of older adults around the world.
@aging20
@aging2london
#LondonGSS
#campuslondon
/aging2

5. Shifting the Mindset

6. 100+
ACTIVE
CHAPTERS
LOCAL CHAPTERS
26
COUNTRIES
20
DEVELOPING
CHAPTERS
NETWORK
40k+
NEWSLETTER
SUBSCRIBERS
2.5k+
STARTUP
DATABASE
100+
BLOG POSTS
150+
VIDEOS
67+
NEWSLETTERS
CONTENT
500+
CONSUMER
PANEL
700+
EVENTS
EVENTS
110+
CITIES
26
COUNTRIES
Since 2012, Aging2.0 has become
the leading platform for innovation in the ageing space.

7. Up Next:
Framing the Problem
& Exploring Potential Opportunities

8. The Invisible consumer – 50+ years old
90% advertising targeted at under 50s
More than 60% of over 60s believe advertising portrays
them negatively
40% people aged 65+ agree that businesses and retailers
have little interest in the consumer needs of older people –
They feel ‘invisible’, unwanted, ‘not the kind of customer’
shops want.

9. The Invisible consumer – 50+ years old
‘You feel invisible. At the perfume counter the staff
ignore me because I am an older woman with a
stick. But if I’m with my daughter they are there in
a flash. I have the money, I want to buy mascara
and make-up, but the staff ignore me. They don’t
think someone like me wants to wear mascara.’
Female, Newcastle

10. Yet We Know
The "Silver Economy" (consumers aged 50+) is estimated to be
worth $15 trillion
(Source: Global Coalition on Ageing)
60+ population, is on track to generate half of all urban
consumption growth between 2015 and 2030
(Source: McKinsey Global Institute)
Older adults dominate spending in 119 of 123 consumer packaged
goods categories
(Source: Oxford Economics)

11. Two Keys are:
Inclusive Design
and Language

12. Deliberate mistakes
Phil Goodman to share some of the secrets of Agetech market
leaders
50+ consumers will share their views with you
Businesses addressing the opportunity share their insights
According to 4Gen Ventures (in the room tonight) they are driving
billions of sales on the back of these techniques

13. Up Next:
Phil Goodman’s Launch of

14. Company Launch of
Phil Goodman – Founder & CEO of OLDER
OLDER is a creative and strategy agency with a simple purpose:
To inspire bold brands to engage customers aged over 50.
Additionally, the team seeks to improve and reframe how
brands already targeting the over 50’s are doing it.
Phil has a 30 year career in Advertising, and now 50 himself, is frankly
fed up with giving his custom to brands that are doing nothing to earn it.

15. © Older Agency Limited 2020

16. Embracing the age of opportunity
© Older Agency Limited 2020

17. © Older Agency Limited 2020
Our purpose is simple:
1. Inspire brands to engage the over 50’s
2. Help those brands already targeting the over 50’s to do it
better
3. Encourage the media industry to take more responsibility

18. © Older Agency Limited 2020
Brands get lucky when someone over 50
buys their product
We want to persuade brands that earning
customers is worthwhile

19. © Older Agency Limited 2020
Brands take a binary approach to targeting
“We don’t engage the over 50’s because we
want a younger audience”

20. © Older Agency Limited 2020
Customer targeting by age is based upon
outdated rules
Until 1982 there was only ONE commercial
TV channel in UK
Today, there are almost 500

21. © Older Agency Limited 2020
Over 50’s will make up HALF of the
population by 2030
And they will hold THREE QUARTERS
of the wealth

22. © Older Agency Limited 2020
More than 1 in 5 Baby Boomers are asset
millionaires
In 2006 it was ’only’ 1 in 20

23. © Older Agency Limited 2020
5 of the 10 most loved brands
in the world already
get it

24. © Older Agency Limited 2020

25. © Older Agency Limited 2020
Inspire – Encourage brands to earn our custom
Improve – Rewrite the preconceptions
Influence – Greater responsibility from media

26. Retirement

27. Thank You
© Older Agency Limited 2020

28. © Older Agency Limited 2020
We are

29. Up Next:
Consumer Panel

30. C o n s u m e r P a n e l
Suzanne Noble
» Advantages of Age
Founder
» Founder of Silver Sharers
» Over 50’s Influencer,
Speaker & Entrepreneur
Colin Love
» Principal Teaching Fellow
at Imperial College
Business School
» Academic Director MSc
Economics & Strategy for
Business
Susan Flory
» Host-producer The Big
Middle podcast
» Head of Communication
APPG for Longevity
» Media Consultant & Trainer
Stuart Evans
» Chair of Trustees at Caring
Together
» Entrepreneur
Eric Kihlstrom
» Aging2.0 UK Chapter
Ambassador
» Head of Industry
Collaboration with
Longevity
International UK
M O D E R A T O R

31. What marketing strategies work in getting your attention?
Do any firms come to mind that are successfully inclusive of all ages?

32. ✓ 1st 5-star ad for the Amazon Echo:

33. ✓ Christmas ‘18 French company Bouygues Telecom ad:

35. Up Next:
Organizational Point of View

36. Organisational Point of View: Age UK Enterprises
Mark Holme
Business Development Manager
Independent Living Solutions
Age Co (The brand name of Age UK Trading

37. What is Age Co?
Age Co is the brand that Age UK and its trading companies have developed
for the sale of products and services.
Products sold under the Age Co brand include funeral plans, insurance,
stairlifts, adapted bathing solutions, adjustable beds, personal alarms,
incontinence products and daily living aids, all designed to give older people
the freedom and confidence to live as they wish.

43. Personal Alarms

47. Personal
Alarms

48. Stairlifts

51. Stairlifts

52. Riser / Recliner Chairs

56. Riser / Recliner
Chairs

57. Thank You

58. Organisational Point of View: Woman’s Weekly (Focus)
Diane Kenwood
Blogger at These Are The Heydays | Journalist and broadcaster | Trustee
of the International Longevity Centre | Former Editor of Woman's Weekly

71. Q & A

72. Thank You

73. The "Silver" Economy: The Opportunity
Hiding in Plain Sight
Ageism in Marketing
Eric Kihlstrom
@Kihlstrom_ltd
@aging2london

74. AGING2.0 EUROPE | VOLTAGE | APRIL 15-17, 2020
74

75. VOLTAGE
• Inaugural Aging2.0 Europe | VOLTAGE event in Rovinj, Croatia | April 15-17, 2020
• Connect entrepreneurs and innovators in ageing,
• Share global best practices, and
• Catalyse collaboration on European priorities for impact.
• This event will be held in conjunction with eHealth Week Croatia, the 1000+ person
European eHealth event now in its 10th year.
• The objective of the event is "Building a Single European Market for Active and Healthy Ageing in
Europe".
• The three themes are:
• Disruptive Demographics,
• Sustainable Communities, and
• Making Missions Happen.
Website: www.aging2.com/voltage
Tickets: www.ehealthweekcroatia.org

76. Imperial Careers Clubs Closing Remarks