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Still myopic? Examining the current state of marketing to older adults in the UK

Lynn Sudbury-Riley

Wednesday 9 November 2016, 3.30PM to 5.00pm

Speaker(s): Dr Lynn Sudbury-Riley, University of Liverpool


The world’s aging population means that tomorrow’s markets will comprise increasing numbers of older people. However, people become more dissimilar as they age, and what works for younger consumers does not necessarily work for older people. Some companies have been slow to target older adults, while others have been criticised for their lack of empathy and insight into their consumer needs. This presentation outlines the importance of the senior market, evaluates some of the age-related changes which impact consumption in later life, and discusses the ways in which businesses can ensure they are better equipped to take advantage of a lucrative and expanding market.


Dr Lynn Sudbury-Riley is a Senior Lecturer in marketing at the Management School, University of Liverpool. Lynn has been teaching marketing to undergraduate and postgraduate students for over 20 years, and has completed a number of grant-funded and consultancy projects with SMEs and mainstream brands in the public, private, and not-for- profit sectors. Lynn has gained increasing recognition for her core research which focuses on the consumer behaviour of older adults. She has presented conference papers across the world, her publications appear in many international journals, and she has won four awards for her research in this area.

Location: LMB/037x