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Connecting with consumers age 50 and over

On-demand video available

How brands can engage a multi-trillion-dollar market that’s hiding in plain sight.

Younger people tend to get a lot of attention, but adults over the age of 50 are a valuable cohort that are ripe with opportunity.

Join GfK/NIQ and our partners as we explore consumers age 50 and over, and share how to effectively reach this significant market. Together, we’ll explore:

  • The importance of consumers age 50 and over
  • Common, but often untrue stereotypes around mature consumers
  • Opportunities within this growing (and lucrative) demographic
  • How to engage this large and diverse consumer group

Serving mature consumers is a winning strategy for brands across all industries. Don’t miss this insightful discussion as we share how to rethink traditional marketing tactics to connect with this special group of consumers.

Meet the panelists:

Sarah Kerman, Senior Research Manager, AARP

Sarah Kerman_230Sarah Kerman is a senior research manager in AARP Research where she specializes in providing a deep understanding of people age 50 and older across their lifespan. She conducts quantitative and qualitative primary research studies and mines and synthesizes secondary data to shed light on what matters most to key audiences. 

Suzette Malek, Global Research Manager, General Motors

Suzette Malek_230Suzette Malek is the Research Manager for Global Societal Trends and Innovation Insights at General Motors.  Suzette has an engineering and business background with extensive experience in Global Consumer Research and Future Trends Exploration.  She created GM’s Global Trends Network as a channel to provide global trends information and insights to various global teams working on advanced projects.  

Matthew Plugues, Sr. Director, Consumer Business Intelligence, Kenvue

Matthew Plugues_230Matthew Plugues, Senior Director, Consumer Business Intelligence at Kenvue, is the head of commercial consumer insights $5B North America Self-care and Essential health categories including household names like Tylenol, Benadryl, Listerine, Zyrtec, Band-aid, Pepcid and Imodium.

Eric Wagatha, Head of Consumer Life North America, NIQ/GfK

Eric Wagatha_230Eric leads the Consumer Life practice in North America, overseeing client service, product development, and thought leadership. He has 25+ years of consumer research, marketing and consulting experience across the majority of Fortune 500 sectors, including technology, automotive, CPG, finance, and retail.

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