Mature Marketing Association (MMA) launches at Channel 4 HQ
London 18th June 2013. The Mature Marketing Association (MMA) has launched with a well-attended event at Channel 4 headquarters in London, with a mission to address the ‘age myopia’ prevalent in the business, marketing and media communities. (For photographs of the event, click here).
The UK’s population continues to age. Despite this, many businesses are failing to engage effectively with the increasing number of economically active older consumers, say MMA founders and mature marketing specialists, Mark Beasley, Kevin Lavery and Dick Lumsden. They argue that mature marketing has the potential to address this market failure, to the benefit of business and consumer alike,
The MMA has been created to represent a collective voice for every individual and organisation with an interest in the increasingly large, complex and diverse group of older consumers. The 70+ attendees at the launch event included advertising and marketing agencies, academics, business managers and owners, consultants, marketers, public and third sector organisations.
Presentations were given by Rama Gheerawo, Deputy Director of the Royal College of Art, and John Ahern of Channel 4, followed by a drinks reception.
Mark Beasley, MMA Chairman and Managing Director of specialist agency RHC Advantage, said: “We believe that the ageing population presents a unique set of business and marketing challenges and opportunities. However, it is a source of frustration to us that many businesses and organisations have yet to optimise their alignment with this strategically important group, meaning that many older people are unable to source, purchase or consume goods and services in the way they would like - not to mention the missed business opportunity. We are on a mission to change the age myopia that is still prevalent in the business and marketing communities.”
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Notes The Mature Marketing Association (‘MMA’) is a not-for-profit trade organisation which provides a service to practitioners of mature marketing and other interested parties, by providing a forum for discussion and networking, disseminating information and promoting mature marketing.
The MMA aims to be the pre-eminent organisation in the UK which attracts and connects industry, academic, ageing and individual thought leaders willing to recognise high standards of practice in mature marketing and committed to promoting the concept and benefits of 'mature marketing' to the business, marketing and media communities.