Abstract:

In the age of digital revolution there is a tendency to believe that computer science and new technologies only impact younger groups. Yet what happens with our seniors? The population aged 50 plus is currently the segment experiencing the highest growth in Internet use throughout Europe. This segment requires special attention and targeted programs at the communication level as well as in product development. However, this continues to be the least considered segment in the development of specific marketing and communication programs. In a context of ongoing change, innovation and constant movement, we should continue to look into the future bearing in mind that technology should be accessible to everyone: the digital gap does indeed affect seniors. A great future yet to be explored: A growing population and industry, where brands should cater to the needs of the senior segment.