Resumen

FONDEVILA-GASCON, J.; GUTIERREZ-ARAGON, O.; MORENO-ARRONES IGLESIAS, P.  y  ALABART-ALGUERO, J.. Marketing strategies for the Silver Generation in Spain: Success factors. Revista de Comunicación [online]. 2024, vol.23, n.2, pp.91-106.  Epub 12-Dic-2024. ISSN 1684-0933.  http://dx.doi.org/10.26441/rc23.2-2024-3538.

The Silver Generation, the population made up of older adults in countries like Spain and those in its immediate surroundings, represents a demographic segment in constant growth as a consequence of the increase in life expectancy and with an increasingly greater percentage weight on the total population due to the decrease in the birth rate. The main objective of this work is to know and analyze the characteristics and behaviors of this diverse and heterogeneous demographic profile, which is gradually adapting to the use of new technologies, including their preferences regarding the different channels or media they use, the way they relate to the offering companies and their products and services, as well as their assessment of the effectiveness of current marketing strategies aimed at older people. A quantitative methodology has been used based on a primary source-a survey carried out on people over 55 years of age residing in Spain. The results reflect the existence of significant discontent regarding advertising campaigns directed towards that generation, as they estimate that they do not use the most appropriate channels and coherent strategies and are not developed with respect to their way of being and thinking. It is concluded that personalization in treatment, the generation of trust, and improving accessibility to new purchasing systems should allow for solid and lasting commercial relationships between companies and this generation.

Palabras clave : communication; silver economy; older adults; marketing; consumption; advertising; strategy; company; business relationships; profile..

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