Healthy Ageing APAC Summit 2018

Watch: Gold and bold - Why the food industry needs to up its game when marketing to older consumers

The food industry needs to better ‘hold a mirror’ to older consumers in order to meet their purchase needs, instead of telling them what they should be buying, or even worse, discarding them in favour of younger shoppers.

That was one of the key findings revealed by food industry and marketing expert Sarah Hyland, who delivered a keynote presentation at our recent Healthy Ageing APAC Summit, held in Singapore.

We caught up with her immediately after her presentation to capture her key takeaways on camera.

In the video she discusses the pitfalls that food firms face if they discard or take for granted older consumers.

She also provides some examples of effective marketing to seniors, such as this TV commercial from insurance firm Apia.

The summit, organised by FoodNavigator-Asia and NutraIngredients-Asia, brought together industry, policymakers and academics to discuss the challenges faced by Asia’s rapidly ageing population, and also the immense business opportunities it is providing the region’s most innovative companies.

Take a look at our video for more.

Watch: Gold and bold - Why the food industry needs to up its game when marketing to older consumers

The food industry needs to better ‘hold a mirror’ to older consumers in order to meet their purchase needs, instead of telling them what they should be buying, or even worse, discarding them in favour of younger shoppers.

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