SilverComm: Marketing Practices and Messages for the Age of Aging

by Anne M. Cooper and Young Joon Lim

Book Overview

In 2021, the first of the 78 million Baby Boomers turned 75, and by 2030, those 65 and older will account for 20% of the U.S. population. Although seniors control 70% of disposable income and make 50% of all consumer purchases, most current marketing campaigns devote less than 10% of their budgets to this vital and vibrant market

It is imperative that the strategic communication professions take note of this oncoming silver tsunami and...

• Format: Paperback
• Language: English
• ISBN: 1538175142
• ISBN13: 9781538175149
• Release Date: February 2023
• Publisher: Rowman & Littlefield Publishers
• Length: 180 Pages
• Weight: 0.60 lbs.
• Dimensions: 0.4" x 6.0" x 9.0"
• Age Range: 18 years and up
• Grade Range: Postsecondary