Older consumers, digital marketing and public policy: a review and research agenda

Addressing the challenges created by rapidly aging populations is a topic of intense interest for marketers, policy makers and researchers. However, relatively little research has been undertaken so far into the ways that older consumers are adopting or rejecting new digital technologies. With shifting economic power and growing digital adoption rates amongst older consumers, understanding how they adopt technology and use digital channels is becoming increasingly important to marketers. In order for marketers and policymakers to fully understand the future shape of a data-driven digital society, research must take more account of its influence across different older generational cohorts. This paper focuses on identifying research gaps across key digital marketing areas in relation to older-age consumers’ adoption and use of digital technology. Through a multidisciplinary review of the literature on aging, using the theoretical lens of generational cohorts, the authors identify key research challenges, opportunities, and implications for both marketers and policy makers.