Presidentex is a ‘think tank’ or strategic reflection group, at the service of advertising agencies, media and advertisers that, on this occasion, presented us with a topic as relevant as that of the Silver Economy: a market that currently manages most of the global wealth. Despite the enormous potential as consumers of this senior target, it seems that advertisers still continue not to give it the attention it deserves. Agustín Medina, Francisco José González, Fernando Herrero and Juan Ramón Plana , founders of Presidentex, have been in charge of promoting this debate before a group of marketing and communication professionals.
There are more brands than users in the metaverse
The event began with an initial top industry data presentation by Agustín Medina, in which he highlighted the economic potential of the Silver Economy and the many opportunities that arise for brands from this fact. He also reflected on the current situation and needs of each of the age segments, highlighting that, while other generations see their consumption possibilities limited for various reasons, seniors have a higher level of income, their own home and time and health to spend. be able to spend Added to this is that “the attitude towards consumption has changed radically in the senior target”, as Francisco José González adds.
What type of communication does the senior target demand from brands
The Silver Economy is a gigantic Book Your List market that manages most of the wealth in all developed countries and, of course, in Spain. The path to reaching this generation is not complicated, but it is necessary to plan suitable media to reach this group of senior consumers, which is increasingly important, both from a qualitative and quantitative point of view. Michaella Martelli, from Movistar, raised a key question when addressing this fact. “How should you address the senior target?” In González’s opinion, the key lies in “talking to them with absolute normality, exactly the same as you talk to other age groups.”
