A special one-day workshop being staged in central London is ideally suited to new or junior marketers looking to better understand marketing to the over 50s demographic and to hone their skills.
The workshop promises to provide invaluable insight for up-and-coming marketing professionals – showing how best to communicate and build appeal with the growing number of mature, savvy consumers that make up the increasingly lucrative silver market.
The course will run between 10am and 4:30pm on 12 September 2025 the offices of JAA Media in Soho Square, London. It will be led by tutor George Lee who is a Healthy Longevity innovator, intergenerational marketing keynote speaker, host of the Age on Trial podcast, and Editorial Director of This Curious Life magazine at the National Innovation Centre for Ageing.
Throughout the day, Geroge will show marketers how shifting the focus from age-based thinking to a new, more inclusive values-based approach can help forge stronger connections and avoid stereotypical pitfalls.
The Silver Marketing Association, which has organised the event, says the workshop will be a thought-provoking and powerfully practical help to anyone involved in promoting products and services to the over 50s, whether they are in-house brand marketers or agency professionals helping maximise effectiveness for clients’ campaigns.
George has packed the workshop with a wealth of information and real-life examples – starting with an in-depth look at the needs, values and interests of the silver market and the varied preferences and experiences within it.
Then, delegates will learn how they can look beyond age in customer segmentation, recognising shared values to create more personalised and engaging strategies. There will be guidance on crafting inclusive messaging and developing approaches that leverage common interest and aspirations.
Bringing everything together will be hands-on activities – working together to design a hypothetical marketing strategy.
Places are limited for workshop so the Silver Marketing Association (SMA) is advising anyone interested to act soon to secure admission which includes drinks, refreshments and a light lunch. Details of pricing, including a special discount for SMA members can be found online together with the booking form. Visit: https://silvermarketingassociation.org/silver-marketing-workshop-2025
