SCAET building at Sheridan's Trafalgar Road Campus

Helping Businesses to Discover How to Market Products and Services to Older Consumers

Mar 3, 2014

Over the next few generations, the worldwide proportion of older persons will increase tenfold to 1 in 4.  By 2021, Ontario alone will be home to approximately three million seniors – more than double the number in 1998.  Businesses wishing to respond to this shift require a greater level of understanding of the needs and wants of this aging demographic. 

On Thursday, June 12, the Sheridan Centre for Elder Research will present a one-day, interactive conference at Sheridan College called the Age Aware Summit. It will help businesses learn what motivates older consumers and to help businesses develop strategies to communicate effectively with this growing market.

The event features internationally recognized author and mature market expert Dick Stroud of the UK-based consultancy 20plus30. Speaking in Canada for the first time, Stroud will discuss the business implications of physiological aging and how companies can prosper from opportunities presented by the mature consumer market. He will also share his process in consulting with organizations and highlight the ways that customer touch-points must be adapted to increases chances for success.

Says Stroud, “It is astonishing how many companies stop researching and targeting people once they reach the age of 65.  Customers who are grouped into the ‘65+ category’ include as much diversity and buying power as their baby boomer juniors.”

Conference participants are requested to bring their ideas and existing marketing strategies to the session, which they’ll critique in real-time using lessons from the day – all to be recorded in a conference workbook that will be issued in advance.  A panel of business and government representatives will share their perspectives on this market segment.  The early bird rate of $195 is in effect until May 1, following which time the cost rises to $225.

The Age Aware Summit aligns with the mandate of the Sheridan Centre for Elder Research to conduct applied research into areas of practical concern and immediate relevance to older Canadians. The centre operates in an environment in which older adults from the community not only participate in research but contribute to its direction.

To register for the conference, please send an email to:

About Sheridan

Sheridan is one of Canada’s leading postsecondary institutions, offering over 100 diploma, certificate, and bachelor degree programs in an environment that fosters innovation and creativity. Its aim is to become Ontario’s first university exclusively dedicated to undergraduate professional education – one that will be based on applied learning. The model also focuses on meeting university accreditation requirements so that Sheridan graduates have more pathways to the continued learning that will underscore their personal, career, and industry success.


For more information, please contact:

Christine Szustaczek, Director of Corporate Communications & External Relations

T: 905-815-4169  E:
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