ABSTRACT
We focus on age branding, which refers to the primary brand message underlying products targeted at older consumers (e.g., hearing aids).
Using numerous case studies (e.g., Thrive by Kaiser Permanente and Chico’s), we outline four categories of age brands: age-denial, age-adaptive, age-irrelevant, and age-affirmative. We then discuss how this typology offers useful insights and helpful advice for marketers and public policy makers.
