Silver Marketing Workshop

Modern Marketing — Breaking Free from Age-Based Stereotypes to Connect Through Values – come to our next workshop!

“A big thank you to George Lee and the Silver Marketing Association for organizing such a fantastic workshop on beating age-based stereotypes. It was a great opportunity to dive into how the language and images we use can deeply impact a customer response, and we left feeling inspired by the discussions and insights shared. Connecting with like-minded professionals and sharing ideas is always invaluable, and we’re excited to bring some of these learnings back to our team. Thanks again to everyone involved for making this such a worthwhile event!”   Parsley Box.

Where:  Offices of JAA Media, 27 Soho Square, London W1D 3QR

When:  Friday November 14th, 2025 from 10.00am-4.30pm

Tutor: George Lee, Healthy Longevity innovator, intergenerational marketing keynote speaker, host of the Age on Trial podcast, and Editorial Director of This Curious Life magazine at the National Innovation Centre for Ageing.

Cost: Members £249 (+ VAT). Also available to non-members for £349 (+ VAT).

Includes full day workshop, drinks & refreshments and light lunch.

Limited places available – Book your place below. Login first to get the member rate.

Overview

This 7-hour workshop is designed for marketers to shift their thinking towards a new, more inclusive approach to marketing. Rather than focusing on age-based demographics, we will explore how to cluster around values, needs, and desires that go beyond age. The goal is to connect with what people truly want and need, without being constrained by traditional age stereotypes.

Objectives

Deepen Understanding of the Over-50 Market
Gain insights into the diverse needs, values, and interests of the over-50 market. Move beyond age-based assumptions to appreciate the varied preferences and experiences within this audience.

Broaden Customer Segmentation
Learn how to segment the over-50 audience by their shared values and life stages rather than just age. This approach will help you create more personalised and engaging marketing strategies.

Craft Inclusive Messaging
Develop marketing messages that resonate with the over-50 audience without relying on age-related stereotypes. Focus on inclusivity and relevance by addressing common interests and aspirations.

Course content

• Insights from The InCommon Research highlighting how intergenerational thinking can reshape marketing strategies.
• Exploring the 10 Principles of Intergenerational Design + Marketing  – looking at clustering around shared values and desires, rather than age.
• Case Studies: Intergenerational Success Stories – demonstrating how companies have successfully implemented intergenerational marketing strategies and sharing practical insights.
• Recognising Pitfalls and Embracing New Opportunities – exploring where age-based strategies fall short and how focusing on shared values leads to engagement and innovation.
• Hands-On Practice: Persona and Product / Service Exploration –  team activity to design a marketing strategy for a neutral product using the InCommon design principles.
• Applying Strategies to Specific Products / Services  – building on the previous session, participants will  work on developing marketing strategies for specific products / services.

Feedback from previous attendees:

The case studies were really interesting in terms of brands that have targeted specific age groups well and not so well. The atmosphere was open and relaxed. The consumer insight on focusing on needs, values, and desires rather than age was particularly useful. I had a great time!

— Kate Parry, The Kite Factory