“Aging is mandatory. Growing old is optional.”

As with most Western countries the Irish population is aging. The over 55s age group is growing as a proportion of the population and will increasingly become an important market sector for marketers.

This presentation has been put together by Ogilvy to bring the growing importance of this market sector to the attention of their clients.

It recognises that we are not talking about a homogeneous group of people where age per se is not a key discriminator and where how people age and how feelings and attitude towards aging are more defining than age itself.

Download the presentation here.

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