The "Silver" Economy: The Opportunity Hiding in Plain Sight

Mon, Feb 17, 2020, 5:00 PM (GMT)

Check out what happened


Still seeking opportunity in the new year? It's hiding right in front of you! 

The "Silver Economy" (consumers aged 50+) is estimated to be worth $15 trillion, G5 scale if it were a country, yet advertising efforts today make the 50+ feel ignored and unwanted. In fact, according to an AgeUK sponsored report, most wealth and assets (in the UK) are held by those aged 65+, yet 95% of marketing efforts target folks under 35.

On the 17th of February 2020, Aging2.0’s London crew will team up with Imperial College Business School's Social Impact & Responsible Business Careers Club to help shatter this reality! Our event will include the following:

Ageism in Marketing: What's the reality? 

  • Eric Kihlstrom, Aging2.0 UK Ambassador will frame the challenge & outline the potential
  • A panel of consumers aged 50+ will share their experiences: 
    • Suzanne Noble, Advantages of Age Founder | Founder of Silver Sharers | Over 50’s Influencer | Speaker | Entrepreneur
    • Susan FloryHost-producer The Big Middle podcast | Head of Communications APPG for Longevity | Media Consultant  
    • Colin Love, Principal Teaching Fellow at Imperial College Business School & Academic Director MSc Economics & Strategy for Business
    • Stuart Evans, Chair of Trustees at Caring Together | Entrepreneur

... and who's combating it? 

  • We will welcome a few individuals to represent their organizations, sharing insights to tackling ageism in marketing: 
    • Mark Holme, Business Development Manager at Age UK Enterprises (the commercial trading arm of Age UK)
    • Diane Kenwood, Blogger at These Are The Heydays, Journalist and Broadcaster | Trustee of the International Longevity Centre | Former Editor of Woman's Weekly
  • We will also welcome one of our very own A2.0 members, Phil Goodman, as he launches his new endeavor, Older! Special thank you to their team for sponsoring this event! 

Networking with fellow innovators and Imperial undergraduate, postgraduate and MBA students will follow - drinks and nibbles provided

Know your industry: One in eleven people (9% of the world's population) are aged 65+ and by 2050, one in six people (16%) will be over age 65 (UN). This is our reality. Societies are ageing, and consumer spending is growing, yet according to a Gransnet survey, 85% of people aged 50+ feel negatively portrayed in ads, with many feeling ‘invisible’, unwanted and ‘not the kind of customer’ shops want.

With limited availability, we hope you'll join us at Imperial College Business School on the 17th of February as we raise awareness and break barriers.

Venue: Imperial College London, Room CAGB200 (City & Guilds) - external guests will be directed from the main entrance.

Featured Presentation


  • eric kihlstrom

    eric kihlstrom


    UK Ambassador


Monday, Feb 17
5:00 PM - 6:30 PM (GMT)


Imperial College London Business School
South Kensington, Ayrton Rd LondonSW7 2AZ

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Disclaimers: By registering for, or attending, this event, you are agreeing to the following: Photographs may be taken at the event and appear on social media. You are authorizing Aging2.0 to use your image, likeness and / or name on social media such as Facebook, Twitter, the Aging2.0 blog or other marketing materials in connection with the event. The organizers of this event, Aging2.0, and any of their employees, volunteers, members and representatives are not responsible for any injury, loss or damage of any kind sustained by any person while participating in this event.