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We are alive, we are still a target!

Date of publication: May 21, 2010

Catalogue: Latin America 2010: The Innovation Journey

Company: Apoyo

Author: Cristina Paez

Abstract:

This presentation is based on research comparing the perceptions of marketers and researchers about senior citizens to the reality of these third age individuals over 60 years. With the growth of this population, senior citizens have evolved and it is time to address the needs of this active, technologically savvy and inspirational group more realistically. Senior citizens are no longer a fragile, dependent and techno-phobic group. On the contrary, research shows they are deeply engaged with life and it is necessary to rethink the kind of offerings and communications that appeal to this new golden generation.

Cristina Paez

Author

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Citation

Paez, C. (2010a, May 21). We are alive, we are still a target!. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/we-are-alive-we-are-still-a-target-