The Mature Marketing Association (MMA) is a UK-based group of advertising and marketing agencies, academics, businesses, consultants, marketers and organisations that is committed to promoting the concept and benefits of 'mature marketing' to the business, marketing and media communities.
We define 'mature marketing' as the practice of understanding the importance, needs and requirements of the UK's ageing population and ensuring that these are optimised within marketing strategy and practice. Mature marketing applies to all aspects of marketing planning and the marketing mix, and to every customer touchpoint.
The MMA is run by an Executive Committee consisting of three mature marketing experts: Mark Beasley, Chairman; Kevin Lavery, Vice-Chairman and Dick Lumsden, Vice-Chairman. Further information can be viewed here.
What we believe We believe that as the UK population continues to age, mature marketing can help businesses to address the many challenges and opportunities presented by this significant structural demographic shift.
There is now an increasingly large number of economically and socially active older consumers, who do not conform to outmoded assumptions and stereotypes. However, many businesses and organisations have yet to optimise their alignment with this strategically important group.
We believe that mature marketing - with its more inclusive and age-friendly approach - will enable businesses to engage more effectively with older consumers.
Most importantly, we believe that mature marketing can benefit older consumers themselves, many of whom are currently unable to source, purchase and consume goods and services in the way they would like, because of inappropriate marketing and communications strategies.
What we will do The MMA will aim to overcome the barriers to effective mature marketing.
These include a lack of awareness, knowledge and insight, incorrect assumptions and beliefs, and inappropriate and ineffective business and marketing strategies and practices.
To do this, we will promote ethical best practice, facilitate networking and knowledge-sharing amongst members and seek to be a voice for this important but under-exposed area of marketing.
Officers and Members of the MMA are available for media comment, consultation and speaking engagements.