There’s a wealth of titles available for marketing professionals, keen to  learn and understand more about the silver demographic. Here’s our selection of some of the best. Do contact us at if there’s a book you would like us to feature here.



Michael Clinton has written an "inspiring reminder that it is never too late to reinvent yourself" (Nina García, editor-in-chief, Elle), and shows you how to make second half of your life happy and productive. In the mid-career group, people who have spent years working are now seeing their industry dramatically evolve and are facing the question: "What does that mean for me in the next twenty years?" At the same time, the post-career population is also going through massive change and dealing with the fact that many are not prepared financially, logistically, or emotionally for the next phase of their lives. And while we may want to retire, most of us don't want to do nothing. With expert insight and approachable techniques, Roar identifies fresh goals and meaningful action to achieve a purposeful life.

Leading GeroFuturistSM and thought leader on the Longevity Economy, Karen Sands shares her unique perspective to usher in an evolutionary change in the business community by engaging with the workforce and the marketplace to communicate with the 40-plus women's market.

The old story, that youth rules, no longer applies. Our future hinges on recognizing the needs and contributions of the 40-plus market, Most importantly, Ageless Boomer women who mean BIG business!

Discover how demographic trends coupled with cutting-edge findings will positively influence your future leadership, business development, market reach, and succession planning. Learn why and how to communicate with the 40-plus market - how to leverage their talents as leaders, employees, and employers, how to develop products that serve their needs and how to market them to generate a positive purchasing response.

Challenging marketing's core assumptions about the effects of ageing on consumer behaviour, The 50 Plus Market provides a fresh approach to the way companies interact with their older customers. It explains how the principles of age-neutral marketing will ensure companies capture the vast expenditure generated by this affluent group.

This compelling book analyses all aspects of marketing to this age group. Supported by research from OMD, one of the largest and most influential media communications specialists in the world, The 50 Plus Market is essential reading for those wishing to refine their marketing strategies

Author: Dick Stroud

Elizabeth White has an impressive resume, which includes advanced degrees from Harvard and Johns Hopkins and a distinguished employment history. She started a business that failed and then tried to reenter the work force in her mid-fifties, only to learn that there is little demand for workers her age. She soon learned she wasn’t alone: there are millions of Americans in her predicament and worse, exhausted from trying to survive and overcome every day.

“Providing practical solutions with a focus on retirement and maximizing savings, White maintains authority with a realistic, empathetic tone throughout.” (Publishers Weekly).

Author: Elizabth White

Aging - not cancer, not heart disease - is the underlying cause of most human death and suffering.. We work furiously to conquer each individual disease, but we never think to ask: Is aging itself necessary? Nature tells us it is not: There are tortoises and salamanders who are spry into old age and whose risk of dying is the same no matter how old they are, a phenomenon known as “biological immortality.” Andrew Steele charts the astounding progress science has made in recent years to secure the same for humans: to help us become old without getting frail, to live longer without ill health or disease.

Author Andrew Steel

In our youth obsessed culture, we’re bombarded by media images and messages about the despairs and declines of our later years. Beauty and pharmaceutical companies work overtime to convince people to purchase products that will retain their youthful appearance and vitality. Older minds and bodies are too frail to keep up with the pace of the modern working world, and elders should just step aside for the new generation.
Applewhite examines how ageist stereotypes cripple the way our brains and bodies function, critiques the portrayal of elders as burdens to society, describes what an all-age-friendly world would look like, and offers a rousing call to action.

Author: Ashton Applewhite

The time has come to cast off prejudices and to blur the lines of what is possible and permissible at every stage of life. Emboldening ourselves in older age demands big structural changes. We will have to tear up the old script that locks us into devoting the early part of our life to education, the middle chunk to working and raising kids, and whatever is left over at the end to leisure.
Carl Honoré looks at the cultural, medical, and technological developments that are opening new possibilities. Bolder is a radical rethinking of our approach to everything from education, health care, and work, to design, relationships, and politics.

Author: Carl Honore

At age 52, after selling the company he founded and ran as CEO for 24 years, rebel boutique hotelier Chip Conley received a call from the young founders of Airbnb, asking him to help grow their disruptive start-up into a global hospitality giant. He had the industry experience, but Conley was lacking in the digital fluency of his 20-something colleagues, was twice the age of the average Airbnb employee, and would be reporting to a CEO young enough to be his son.

Conley argues that, companies are finally waking up to the value of the humility, emotional intelligence, and wisdom that come with age.

Author: Chip Conley

Drawing on the unique pairing of their experience in psychology and economics, Lynda Gratton and Andrew J. Scott offer a broad-ranging analysis as well as a raft of solutions, showing how to rethink finances, education, career and relationships and create a fulfilling 100-year life.

Shortlisted for the FT/McKinsey Business Book of the Year Award and featuring a new preface, The 100-Year Life is a wake-up call that describes what to expect and considers the choices and options that you will face. It is also fundamentally a call to action for individuals, politicians, firms and governments and offers the clearest demonstration that a 100-year life can be a wonderful and inspiring one.

Authors: Andrew Scott & Lynda Gratton

Smart new technologies. Longer, healthier lives. Human progress has risen to great heights, but at the same time it has prompted anxiety about where we're heading.

One thing is clear: advances in technology have not been matched by the necessary innovation to our social structures. In our era of unprecedented change, we haven't yet discovered new ways of living. Drawing from the fields of economics and psychology, this book offers a simple framework based on three fundamental principles (Narrate, Explore and Relate) to provide the tools to navigate the challenges ahead. It’s both a personal road-map and a primer for governments, corporations and colleges.

Authors: Andrew Scott & Lynda Gratton

Does looming retirement leave you wondering what’s next? Has this newest stage of life been a big letdown? Chomping at the bit for something to keep you busy? With over forty years of expertise in the field, Wendy Mayhew has already built her own multi-million-dollar business and written the definitive textbook on entrepreneurship.
WISER: The Definitive Guide to Starting a Business After the Age of 50 is an all-encompassing exploration of the unique challenges and rewards surrounding later-years ventures. Through her seasoned guidance (and twenty-nine inspirational accompanying audio interviews), Mayhew provides all the tools and information needed to join this fastest-growing group of budding entrepreneurs.

Author: Wendy Mayhew

The Caregiving Crisis gives you the fast-track perspectives you need to support caregivers in your business and lower your costs while you do it. Here, you'll find a clear view of best practices and how to:

- Identify and engage with the different types of caregivers in your company
- Establish KPIs for evaluating program performance going forward, building in risk assessment and prevention
- Re-purpose existing HR & EAP training programs
- Acknowledge and reward your employee caregivers
- Create a forward-thinking strategy based on your unique company culture

Author: Debbie Howard

Schurman explains how changing demographics will affect government and business and touch all of our lives. Fewer people working and paying income taxes, due to outdated employment and retirement practices, could mean less money feeding popular programs such as Social Security and Medicare—with greater numbers relying on them. The forced retirement or redundancy of older workers could impact business by creating a shortage of workers, which would likely drive wages up and result in inflation. Corporations, too, must rethink marketing strategies—older consumers are already purchasing the majority of new cars, and they are a growing and vitally important market for health technologies and housing.

Author: Bradley Schurman

This book provides a profile of the mature travel market based on recent research by review sites, tour operators and agents, and national press.
It identifies recent trends with potential growth in destinations, types of holiday, the criteria holidaymakers use when planning a holiday, and how the final choice is made.
Customer data and global demographic profiles leads to a range of strategic marketing options for those in tourism and travel sectors, and travel trends into 2021 and beyond.
Despite significant changes globally as the coronavirus became a pandemic, the strategic approach identified here still forms a sound basis for taking the industry forward.
Author: Dr. Jacqueline Jeynes

This guide provides information on retiree destinations around the world, all based on research conducted by the authors and hands-on testimonies from each region. It consists of 10 chapters, starting with a general overview of retiree migration patterns, which examines the factors retirees consider when deciding on a destination. The following nine chapters each cover one particular region of the world that is attracting retirees. Mini profiles of retiree migrants in each chapter include anecdotes and experiences from diverse destinations. Chapters also include destination profiles, short vignettes that analyse retirement from the destination perspective, again based on personal interviews with key stakeholders from a national, regional and local perspective.

Author: Dr Simon Hudson & Louise Hudson

In The AgeTech Revolution, Keren Etkin explores what the intersection of tech and aging looks like today. This book explores the changing face of aging in the 21st century, through the lens of the fast-paced digital transformation our society is going through. It goes into challenges of aging that are currently being tackled by technology - using the real-life stories of tech entrepreneurs and older adults. Etkin also provides a glimpse into the future, and what agetech could be like five, ten, fifteen years down the road. We have a unique, once-in-a-lifetime opportunity to impact the experience of living as an older adult in this world, using technology.

Author: Keren Etkin

Live Longer with AI examines how the latest cutting-edge developments are helping us to live longer, healthier and better too. It compels us to stop thinking that health is about treating disease and start regarding it as our greatest personal and societal asset to protect.

The book discusses the impact that AI has on understanding the cellular basis of aging and how our genes are influenced by our environment – with the pandemic highlighting the interconnectedness of human and planetary health.

Author Tina Woods, founder and CEO of Collider Health and Collider Science, and the co-founder of Longevity International, has curated a panel of deeply insightful interviews with some of today's brightest and most innovative thought leaders at the crossroads of health, technology and society.

The psychology of aging is at the heart of a Grey Ocean Strategy. We describe the major changes that occur emotionally and cognitively when aging, leading to the seven soft spots of aging. Insights from scientific studies on aging are applied to real life to create, spread and realize the right value proposition for the mature consumer. We then need to understand the consumer decision process in later life. To reach the mature consumer, we have to change our traditional marketing paradigms into customer based marketing management, based on creating, spreading and realizing an innovative, authentic value proposition for the mature consumer.