The Silver Marketing Association Summit
When: Tuesday 27th June 2023
Where: The Cavendish Centre, London W12
Book your Earlybird tickets now!
The Silver Marketing Summit is Europe’s leading conference focused on the “silver” market – offering marketers the opportunity to enjoy a full day of expert speakers and networking sessions.
2023 Summit agenda
09.00 Registration, networking, breakfast
09.30 Introduction
09.40 Understanding the Ageing Mind
Lisa Edgar is an expert in the psycho-social evolution of the ageing population. She will talk about how the decision-making process changes with age. How do older people react to advertising and marketing messages from both a rational and an emotional standpoint at different stages of later life? How can you ensure your marketing strategy adapts to the ageing mind?
Lisa Edgar – Chief Insight Officer, Saga Group plc
10.10 Audience Q&A and introduction to the Silver Consumer Panel
10.40 Tea & Coffee break
11.00 Who wants to live forever?
What does the future of ageing look like, and how will marketing strategies adapt?
The Digital Challenge
The growing ageing population brings with it a requirement for the latest technology to provide digital and AI solutions, and investors from around the globe are wanting to be a part of this new fast-moving industry. Adam Greenwood casts a light on what’s happening in the world of age tech and how to market it.
Adam Greenwood – CEO Greenwood Campbell
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 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 of Collider Health and the Mission for Healthy Longevity
12:00 Panel discussion including tech innovators & audience Q&A
Moderator – Adam Greenwood
12.30 Lunch & networking
13.45 Wise Up to TV
How can brands connect effectively with the older generation? Wise Up!, created jointly by ITV and System1, the global experts in ad effectiveness, present a guidebook for making ads with greater appeal to older people. It celebrates the brands which make ads that appeal to the over 55s and explores the key themes that make those ads effective revealing why better representation of older people in ads is a vital commercial goal.
14.15 Crossing the Channels
Our speaker from ITV will join experts from Radio, Print, PR, Digital & Social each pitching 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.
David Lloyd – Co-Founder, Boom Radio
Other panellists to be confirmed
Moderator – Steve Dunne, CEO Digital Drums
15.00 Coffee & tea break
15.20 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 3 leading marketing agencies each present a 10 minute case study, followed by a discussion and audience Q&A. Panellists include:
Rik Moore, Managing Partner of Strategy, The Kite Factory
Moderator – Sally Winfield, CEO Accord Marketing
16.00 The Workplace in your 50s, 60s and beyond – how to market to older workers?
There are over 300,000 more people aged 50+ deemed economically inactive since before the pandemic. Why is this and how are companies marketing to recruit & retain an older workforce? Panel discussion & audience Q&A. Panellists to be confirmed.
Moderator – Steve Huxham, Policy & Public Affairs Director, Silver Marketing Association
16.30 Closing remarks
16:45 Summit Close
17:00 Networking drinks in the bar area & Silver Marketing Awards presentation
Included:
- Full conference and networking sessions.
- Light breakfast & buffet lunch
- Mid-morning & afternoon tea/coffee with biscuits & cake
- Networking drinks