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


  • Full conference and networking sessions. 
  • Light breakfast & buffet lunch 
  • Mid-morning & afternoon tea/coffee with biscuits & cake
  • Networking drinks

Book your Earlybird tickets now!

Read more about our Speakers