Jacynth Bassett has won the inaugural Exceptional Achievement Award at the 2025 Silver Marketing Awards which celebrate excellence in marketing campaigns targeting at the over 50s demographic or working to improve awareness and inclusivity for the growing mature sector of society.
Announced at the July 3 awards ceremony in London, this prestigious accolade recognises Jacynth’s dedication to promoting age-inclusivity, longevity, and intergenerationality. Just 33 years old herself, Jacynth’s business consultancy Ageism Is Never In Style® and campaign under the same banner have created groundbreaking initiatives such as the viral sensation #LookMyAge which has amassed over 45 million views.
The Silver Marketing Awards judges said that Jacynth’s important and tireless work has had great impact. Collectively they congratulated her for reshaping narratives – actively inspiring businesses and individuals worldwide to put age-inclusivity and longevity firmly on the global map. Individual comments described her as “a great example of a very driven entrepreneur who is clearly incredibly passionate about what she does” and “an extremely influential thought leader whose various campaigns have achieved worldwide coverage, inspired major brands and changed perceptions of ageing. She totally embodies this award.”
In addition to Jacynth’s top accolade, the Silver Marketing Awards also bestowed Highly Commended awards on three more high achievers in the field. These were:
Mauricio Maldonado of Saber Vivir Colombia
Mauricio is an entrepreneur and founder of several entrepreneurial businesses within Latin America dedicated to developing products and marketing solutions for the Silver Market. He is committed to improving the lives of older people in Columbia, Latin America and the Caribbean. He also works to engage younger generations, fostering intergenerational understanding of the Silver Economy.
Tricia Cusden of www.lookfabulousforever.com
At the age of 65, Tricia Cusden set up her own business Look Fabulous Forever as she was fed up with buying makeup which no longer worked on her post-menopausal skin and felt alienated by the anti-ageing language of the beauty industry. Look Fabulous Forever now has customers all over the world who love Tricia’s message that age is no barrier to fabulousness.
Tracey Cannon, Group Head of Marketing at WCF Ltd
Tracey Cannon has over 30 years’ experience of marketing that both respects and reflects the evolving needs of the 60+ audience with judges highlighting her “customer first, forward-looking approach with an eye to the future, yet taking care not to alienate by throwing out tried and tested practices.”
This was the third year of the Silver Marketing Awards, created by the Silver Marketing Association to highlight its mission to foster and recognise best practice and ethical marketing to the over 50s demographic – a powerful, influential group that is too often ignored or misrepresented by mainstream marketing.
