Announcing the launch of the Silver Marketing Association Annual Summit


In January 2022, the Silver Marketing Association launched as a membership B2B organisation, with a mission to connect and inform businesses and individuals with an interest in marketing to older consumers.  It picks up the baton from its predecessor, the Mature Marketing Association. Passionate about ethical marketing, the Silver Marketing Association will call out discrimination and ageism as well as creating a public voice for its members.

On 28 June 2022, the Silver Marketing Association is holding its first Annual Summit in central London with headline sponsors Mail Metro Media. This event takes over from the Mature Marketing Summit, which was firmly established as Europe’s leading conference focused on the “silver” market – offering marketers the opportunity to enjoy a full day of expert speakers and networking sessions.

This year the expert speakers are from a range of different industries, but all having a focus on how to put the silver audience in the heart and minds of today’s marketers. Speakers include:

Adam Hetherington, Agency Development Manager, Google Customer Solutions – Google insights into the 55+ market, Jasman Ahmad, Strategy Director, Accord Marketing – Advertising’s Unconscious Bias: Marketing to the over 50s; Tony McAllister, Partnerships Development Director from Global Media – The Audio Revolution: How radio and podcasts complement one another in the media mix; Michael King, Managing Director, Senior Response – How dare you talk to me like that!; Louise Robinson, Editor, Saga Magazine – Keeping it relevant for nearly half a century; Eleanor Mills, former editor of the Sunday Times Magazine and founder of Noon, What do mid-life women really really want? Karen Barrett, Founder & CEO of Unbiased – Marketing, financial advice and the 50+ audience; Rachel Pease, Head of Marketing & Communications, Pure Retirement – Effective brand positioning & tools for segmenting older clients; Jess Kuehne, Senior Programme Manager, Centre for Ageing Better – Imagery and language in advertising and marketing communications; Katya Des-Etages & Felicity Ive – Senior Client Lead, Channel 4 – Mirror on the Industry – the Representation of Older People in TV Advertising; and Sam Harrington-Lowe, Founder & Managing Editor, Silver Magazine –  the evolution of Silver Magazine.

Silver Marketing Association Managing Director Debbie Marshall commented: “Following on from the previous success of the Mature Marketing Summit, we are delighted to be able to bring an outstanding line up for the full day of inspiring and knowledgeable speakers with the opportunity to network with fellow marketers from across a multitude of consumer sectors. The silver market is highly influential and lucrative, and even though there are more people in the UK aged over 60 than under 18, many businesses are not engaging effectively with older consumers. Given the youthful average age of many marketing teams, it’s not surprising that there’s often a gap in understanding and empathy, which can result in inappropriate or patronising messaging and imagery that stereotypes or misrepresents this diverse and increasingly active and wealthy audience. Our Summit will help bridge that gap – it’s a must-attend event for all marketers who want to tune-in.”

Summit tickets are available for £149 per person for Silver Marketing Association Members and £249 for non-members.

For more information about the Silver Marketing Association, the summit and speakers visit

Press contact:

Debbie Marshall.

Michelle Laverick:

Media Coverage:

Travel Weekly- Silver Marketing Association to host annual summit read more

Travel Weekly -Third of over 50’s plan to take adventure holiday in next year read more

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