ROUNDTABLE: Marketing to the 55+ market

Prolific North, in partnership with HUB, is hosting an exclusive roundtable bringing together senior marketing leaders, agency strategists, and brand directors to explore why marketing to the 55+ market requires a complete departure from traditional demographic playbooks.

This discussion will look beyond single industries to address live loyalty and data challenges facing senior decision-makers across retail, transport, utilities, telco, financial services, and leisure.

DISCUSSION POINTS

• At a certain point, age stops telling a useful story. When you look at your own campaigns or data, where do you see traditional age-based targeting completely falling apart?
• How are you balancing functional, “need-based” messaging with creative that actually feels aspirational and realistic to an over-55 audience?
• Over-55s have seen every marketing trick in the book—what media channels or formats are  building real trust with them right now?
• With the average media agency employee aged 31, how do we fix the blind spots that lead to outdated stereotypes in campaigns?
• Where are you seeing simple friction points—like UX, print legibility, or layout—affecting conversion rates for this audience?
• With AI becoming a staple in marketing workflows, where do you think it helps with this demographic, and where does it completely fail on authenticity?
• Looking at your budgets and ROI targets for the year ahead, what is the single biggest commercial challenge you’re trying to solve with this group?