As a membership benefit of the Silver Marketing Association, we are delighted to be able to share with you video recordings of our Summit & Awards which complement the presentations from the event this year.
Please login first to access the videos.
2026 Silver Marketing Summit - Session 1
The future of marketing is intergenerational Keynote speakers Avivah Wittenberg-Cox and Jacynth Bassett highlighted a massive flaw in modern advertising: tokenism and "bundling" everyone over 50 together. TV and Audio Power: David Lloyd (Boom Radio) and Louise Robinson (Saga Magazine) proved older audiences see radio and podcasts as "a friend in the room," driving incredible engagement via relatability and nostalgia. Rachel Hall explained how targeted TV ads can find your audience across multiple channels. Let's meet Ozzy! It was refreshing to learn more from Quentin Boyes about Humbug's Ozzy - a much-needed cluster segmentation tool that creates six distinct segments of adults aged 61–80 - plus some interesting case studies.
2026 Silver Marketing Summit - Session 2
Traditional media is the "Source of Truth" for the older generation Print & Doordrops: we learnt from Clair Atkins, Susie Idle, Rob Newton how high-quality physical brochures and creative drops build deep trust. Print acts as a tactile anchor "Doordrop opens the door, digital lets them in." Penny Worthy highlighted the value of their Silver Travel Magazine posted regularly to customers and their shop fronts offering a valued face-to-face service. "Clicks Not Bricks" Far from being technophobes, older people are adopting and adapting to digital life. Debbie Benjamin revealed that ages 55–64 is the fastest-growing category on TikTok. They aren't doomscrolling; they're staying for the "joy economy," averaging an incredible 121 minutes a day. Merson Lewis explained that the 55+ demographic is surging on Reddit, particularly in travel and skincare communities. AI: Dangerous Bias or Uncapped Opportunity? Frank Leyhausen and Amanda Forsyth delivered a crucial wake-up call on artificial intelligence. Right now, AI has an ageist bias - constantly generating images of retired couples staring blankly into the distance. The Risk: lumping everyone 65+ together flattens diverse human experiences, creeping dangerously into healthcare and hiring algorithms. The Solution: we must actively train AI to unlearn ageism by putting "Boomers in the loop" to co-create tech.
2026 Silver Marketing Summit - Session 3
Fashioning the Future of the Silver Market Following a fantastic swimwear showcase by Seaspray and Models of Diversity our expert fashion panel dropped some serious wisdom. The Verdict: In the fast-moving world of fashion, "one size does not fit all." The '£1M' Marketing Pitch Four innovative entrepreneurs pitched for an imaginary £1M budget, proving that the silver economy is ripe for disruption: The "Invisible" Consumer: Marketing to Mid-Life Men We officially launched our new White Paper in partnership with The Kite Factory. A brilliant panel chaired by Rik Moore, featuring Louise Agran, Annie Coleman, Diane Kenwood, and Suzanne Noble tackled a glaring market gap. The Closing Keynote: The Age Rebellion We closed with a powerful session featuring the redoubtable Lyndsey Simpson (Founder & CEO of 55/Redefined) in conversation with our own Steve Huxham. Reflecting on her best-selling book The Age Rebellion, Lyndsey left us with a mantra we should all live by: " Find purpose and meaning in life. Redesign for the 100-year-life. Design a brilliant life you never want to retire from."
2026 Silver Marketing Awards
We rounded off a full day of invaluable insights and information at our Silver Marketing Association Summit with our Awards event, celebrating the best in Marketing Campaigns. The event was hosted in style by our patron Anthea Turner, and accompanied by musicians Cole and David. Congratulations to all of our Winners and Highly Commended and huge thanks to our sponsors.
2025 Silver Marketing Summit - Session 1
Keynote address – Silver Marketing around the World – Carl Honoré We are delighted to welcome Carl Honoré, award-winning writer, broadcaster, TED speaker and Ageing Advocate. Carl will be presenting findings from our new white paper taking us around the globe for international marketing insights. AI and the Silver Market Chair: Andrew Telling, Creative Director, TV Ads Work AI is a hot topic and its role in marketing is becoming increasingly important. However, when it comes to AI and the silver demographic, is it a friend or foe? Our expert panel share their insights and discuss the benefits and risks. Panellists: Vicky Carne – Founder, 3A-AI Julia Glenn – CEO, AI by Design Peter Otto – Chief Product Officer, Sentai A Date with Data Two expert speakers share their knowledge with a short talk, packed with practical insights for delegates: The Power of Data: enhancing retail efficiency and growth – Ed Lennox, Operations Director, Ginger Black Saga case study: a data & insight driven marketing approach – Lisa Edgar, CEO, The Big Window
2025 Silver Marketing Summit - Session 2
Turning on Middle-Aged men Often ignored when it comes to advertising, unless it’s for Viagra, our panel of Silverbacks considers how to effectively target & communicate to this cohort. Chair: Steve Huxham, Director, Silver Marketing Association Panellists: Lance Hill, CEO, Eight Group, Mike Mansfield, CEO, Proage, Quentin Boyes, Founder, Humbug The Business of Marketing Beauty & Skincare Anti-ageing, age-defying… there’s a constant pressure to maintain a youthful appearance especially for women. Is marketing guilty of creating insecurity as we grow older? Or is the beauty industry starting to celebrate individuality and positive ageing? Chair: Sue Benson, CEO, The Behaviours Agency Panellists, Anthea Turner, media celebrity, author of “How to Age Well” and skin care entrepreneur, Emmanuelle Bassmann, Founder & Managing Director, In-Trend Ltd, Tricia Cusden, Founder, Look Fabulous Forever OK Boomer, OK Snowflake How can Gen Z marketers understand what it’s like to be old. Chair: Caroline Ayling- Marketing Director, JAA Media Panellists: Maisie Blackburn – Marketing Apprentice, Commercial Marketing team, Global, Mike Mernin – AV Planner Buyer, JAA Media, Adjoa Ayebi-Kwakye – Marketing Executive, Ambassador Cruise Line,Margo Saldanha – Email and SMS marketing executive, Real Response Media 5 Minute Masterclasses A series of three short presentations with practical takeouts by experts in their field. Marketing legacies – a sharp lesson in overkill. Dawn Le Men, Boom Radio The Video Journey – marketing on YouTube. Ben Bonarius, Navigate Video Take a seat – retail therapy for older shoppers in Bournemouth. Rachel Woodward-Carrick
2025 Silver Marketing Summit - Session 3
Dragons Den 4 entrepreneurs in the world of silver start-up businesses each make a 3 minute pitch for a share of a fictitious £1m marketing budget. You, the audience, will decide which pitch merits your investment. Chair: Tom Dunn, Managing Director, Wild Dog Design Our entrepreneurs include: trundl – the UK’s only non-competitive walking app. Presenter: Hilary Mines Turners Oak – advisory and estate agency service to navigate moving home in later life. Presenter: Susan Gregory Good Life Sorted – local hand-picked helpers providing a range of home help services and companionship. Presenter: Oakley Walters LivOn – AI-driven platform to support retirees in navigating the transition into post-career life. Presenter: Amanda Forsyth Not just Silver… Marketing & Intersectionality Our panel from VOICE discuss the challenges of marketing and communicating with older people who are also LGBTQ+, People of Colour or living with a disability Chair: George Lee, Head of Narrative for the National Innovation Centre for Ageing Panellists: Suzanne Iwai, Autistic Ambassador,Rashmi Kumar, Trustee of Public Participation network connecting diverse communities, Cynthia Fortlage, Gender Diversity Educator Marketing Case Study – The Sandals Journey featuring Anthea Turner Since 1981, Sandals Resorts International has been leading the Caribbean all-inclusive industry. Together with Accord Marketing, they present their brand evolution and how the role of an influencer plays a key part in their marketing strategy. Speakers: Jasman Ahmad, Strategy Director, Accord Marketing, Jenny Sowerby, Director of Marketing (UK & Europe), Sandals Resorts International, Guest: Anthea Turner, Media Celebrity & Influencer Closing Keynote – Four decades of Silver Service – Chris Simmonds Chris Simmonds, now CEO of HF Holidays, has worked in the silver sector for over 40 years also holding senior roles at Saga, Revitalise and the JG Travel Group. He will share marketing insights, lessons learned and draw from his many years of wisdom and experience in a fitting close to our Summit.
2025 Silver Marketing Awards
We are delighted to announce winning campaigns for the 2025 Silver Marketing Awards, in partnership with Headline Sponsor Global. These awards recognise and celebrate the companies that have delivered a successful marketing campaign in the last year, focusing on the older demographic and showing creativity, empathy and measurable results.
2024 Silver Marketing Awards
We are delighted to announce winning campaigns for the 2024 Silver Marketing Awards, in partnership with Headline Sponsor Boom Radio.These awards recognise and celebrate the companies that have delivered a successful marketing campaign in the last year, focusing on the older demographic and showing creativity, empathy and measurable results. The awards were presented at a sparkling drinks reception on Tuesday 25 June 2024 at the Cavendish Centre, London W1 from 17:30 -18:30 following the Silver Marketing Summit.
2024 Silver Marketing Summit - Session 4
Marketing Rebrand Case Study – from Rambler to Ramble Accord Marketing & Ramble Worldwide present the transformation of a heritage brand from Ramblers Walking Holidays to Ramble Worldwide. Speakers: Kevin O’Regan, Managing Director, Ramble Worldwide Richard Anderson, Creative Director, Accord Marketing The Unmentionables – Marketing the Tough Stuff Much time and content is weighted to luxury products and attractive services for the silver sector. However, let’s not forget the other side of getting older: it’s not sexy and it’s not glamourous. We’ll be taking a deep dive into marketing products that address some of the more basic needs of later life. A panel discussion with Q&A from the audience. Chair: Debbie Harris, Managing Director, Autumna Panellists: Annabel James, Founder, Age Space Matt Barraclough, Creative Director, ABF Pictures Matt Roberts, UK Director for Service & Strategic Partnerships, Handicare Paul Dennis, Global Marketing & Communications Manager, Tena Marketing Love & Sex in Later Life To conclude the day, our panel of experts get up close and personal when it comes to dating, love second time around (or first!), and the problems & challenges of being an older lover . Not forgetting STDs. It’s set to be an enlightening and fascinating discussion, to which the audience is invited to pose questions. A lively panel discussion with Q&A from the audience. Chair: Jo Rzymowska, founder Jovolution Panellists: Avivah Wittenberg-Cox, author of Late Love: Mating in Maturity Suzanne Noble, Co-host, Sex Advice for Seniors Alan Fairfax, travel writer & widower
2024 Silver Marketing Summit - Session 3
Meet the Disruptors: Marketing Age Tech start-ups Welcome to a Silver Dragons’ Den where age tech start-ups each have 3 minutes to present their marketing pitch. The audience will be invited to ask questions and then invest a (fictitious!) marketing budget in their preferred start-up. A panel discussion with Q&A from the audience. Chair: Adam Greenwood, CEO The Human Tech Agency Panellists: Amanda Philpott, CEO & Co-Founder, Eargym Garrett Sprague, CEO & Founder, Smplicare Lynda Lowe, Chief Marketing Officer, Sentai Michael Kerstein, Founder, Easyphones Marketing Finance & Pensions Our panel of experts offer insights on issues that are crucial to anyone marketing to the older consumer: e.g. trust and a wide diversity of affordability. Challenging the tired stereotypes about how exciting marketing Finance and Pensions can be is just the start! Chair: Steve Huxham, Policy & Public Affairs Director, Silver Marketing Association Panellists: Lisa Edgar, CEO, the Big Window; Board Director, the Merchants Trust Jasper Martens, Chief Marketing Officer, PensionBee Tim Grimsditch, Chief Marketing Officer, Unbiased
2024 Silver Marketing Summit - Session 2
Marketing Later Life Housing Globally, retirement property sales are booming. But not here. Less than 1% of British over-65s live in retirement villages. Why is something that is so badly needed struggling to fulfil its potential? What are the marketing challenges and how can these be addressed? A panel discussion with Q&A from the audience. Chair: Tony Watts OBE, Founder Age Action Alliance Panellists: Mario Ambrosi, Director of Communications and Marketing, Anchor Sian Hammer, Group Sales & Marketing Director, Audley Group James Cobb, Sales Director, Inspired Villages Emma Webster, ESG & Corporate Affairs Director, Lifestory Group Ageism in Fashion marketing The majority of marketing communications advise older people, mainly women, to dye their hair, get rid of their wrinkles and lose weight to continue to look good and to be relevant in society. However, we are seeing winds of change when it comes to fashion. Or is it just age-washing? A panel discussion with Q&A from the audience. Chair: Nicky McKenna, Principal, WSI Advisors UK Panellists: Jacynth Bassett, Founder & CEO of Ageism Is Never In Style Prof Carolyn Mair, Carolyn Mair Consulting Limited Annie Stirk, Silver Model & Influencer Angel Sinclair, Founder of Models of Diversity Top Tips for producing great content A masterclass which will give you 5 top takeaway tips when targeting an older audience in each of the following areas: Storytelling – Georgina Lee, Head of Narrative, National Innovation Centre for Ageing Newsletters & Blogs – Diane Kenwood, Journalist, Blogger, & Editor of These are the Heydays Social Media – Martin Lock, Founder & CEO, Silver Surfers Video – Richard Hammond, Executive Videographer & Founder, Green Traveller Productions
2024 Silver Marketing Summit - Session 1
Keynote address – view from the USA We are delighted to welcome Michael Clinton, former president and publishing director of Hearst Magazines, and now CEO and Founder of ROARforward Who’s next? Marketing to the next generation of silvers The youngest GenXers born in the late 70s and the oldest Millennials born in the early 80s, will be turning 50 in the coming years and they too will be joining the age group that controls the lion’s share of UK consumer spending power. How can we communicate to this emerging cohort effectively? A panel discussion with Q&A from the audience. Chair: Sarah Firth, PR Creative & Strategy, Anything But Grey Panellists: Sarah Austin, Founder & CEO, Really Helpful Club Jon Cockcroft, Chief Executive, Bowls England Caroline Ayling, Marketing Director, JAA Media Who’s last? The Silent Silvers – how to reach the over 70s Far from a silent minority, this is a group of over 5,100,000 consumers, born pre, during or post WW2 and grew up in a period of austerity and thriftiness. How can we target their spending power in their 4th quarter of life? A panel discussion with Q&A from the audience. Chair: Graeme McKenzie, Founder, Let’s Talk Ageing Panellists: Chrissy Nason-Smith Peter Walshe Mike Turner
2023 Silver Marketing Awards
We were delighted to launch the inaugural Silver Marketing Awards for 2023, in partnership with our Headline Sponsor Channel 4, that recognised and celebrated the companies and individuals who have delivered a successful marketing campaign since January 2022, focusing on the older demographic and showing creativity, empathy and measurable results. The awards were presented following the Silver Marketing Summit. Our host was the inimitable and entertaining Derek Jones, and the soundtrack of memorable melodies is courtesy of Global. Eight awards in total attracted entries judged by a panel of experts, each a specialist in their field and with many years of experience. In the interests of of impartiality, the judges were not allocated any category where there might have been a potential conflict of interest. The Awards were open to both members and non-members of the Silver Marketing Association, and we received a wealth of entries across many different industry sectors.
2023 Silver Marketing Summit - Attendee feedback
Showcasing just some of the feedback from the 2023 Silver Marketing Summit.
2023 Silver Marketing Summit - Session 4
The final session of the day features a view from the Agencies - With an average employee age of around 28 years, how do agencies put together campaigns for their clients whose audience is several decades older? Representatives from two leading marketing agencies each present a case study, Rik Moore, Managing Partner of Strategy, The Kite Factory and Jasman Ahmad, Strategy Director, Accord Marketing share their case studies. The final panel session for the day features the Workplace in your 50s, 60s and beyond – how to market to older workers?It’s a hot topic with over 300,000 more people aged 50+ deemed economically inactive since before the pandemic. Are they really all on the golf course? How are companies marketing to recruit & retain an older workforce? Panel discussion & audience Q&A. Featuring - Steve Butler – Chief Executive, Punter Southall Aspire, Vernon Hogg – Co-founder, Silverpreneurs, Lucy Standing – Co-founder, Brave Start, Mike Mansfield – CEO, ProAge Moderator – Steve Huxham, Policy & Public Affairs Director, Silver Marketing Association
2023 Silver Marketing Summit - Session 3
After lunch the topic is very much around, Who wants to live forever? What does the future of ageing look like, and how will marketing strategies adapt? Our keynote speakers each take 15 minutes to present their case. The Health Challenge - There are increasing levels of ill-health in the older population. UK citizens spend 20% of their life in poor health on average and there is a 20 year difference in healthy life expectancy between the richest and the poorest. How can the nation age more healthily in the future, and what is the role that marketing can play in communicating key messages?Tina Woods – Founder & CEO, Collider Health and Business for Health The Product Design Challenge - Designing new products with practical applications for the ageing population is at the heart of the Design Age Institute’s work which includes the work / space environment, health and mobility. Colum will be speaking about design and bringing new products to market as well as showcasing a selection of his ongoing projects. - Colum Lowe – Director, Design Age Institute The Digital Challenge - Ageing is becoming increasingly digital. How is age tech currently being marketed, and how can we understand the best way to use AI and the latest assistive tools like ChatGPT to create content that inspires older people to buy products and services? Marshall Davies – Account Director, Greenwood Campbell The Business Challenge - Drawing together what we have heard so far, Nic Palmarini explores how businesses can engage with consumers to develop products for healthy ageing and understand the marketing challenges. What is VOICE and how can it empower new narratives? Nic Palmarini – Director , National Innovation Centre for Ageing
2023 Silver Marketing Summit - Session 2
Crossing the Channels - Experts from Radio, Print, PR, Direct Mail & Digital each pitch their case as to why their channel is suited to a mature audience, followed by a lively panel discussion with Q&A from the audience. RADIO – David Lloyd – Co-Founder, Boom Radio, PRINT – Mark Palmer – Travel & Property Editor, Daily Mail, PR – Grace Parker – Partner, FINN Partners, DIRECT MAIL – Lance Hill -Managing Director, 8 Days a Week Print Solutions , DIGITAL – Luke Hand – Head of Insights, Mail Metro Media, Moderator – Steve Dunne, CEO Digital Drums