„Es kommt nicht darauf an, wie alt man wird, sondern wie man alt wird“.

The article describes an interview with Mohammadi Akhabach, the managing partner of "Deutsche Seniorenwerbung" (German Senior Advertising). Akhabach explains how senior marketing works and how the needs and goals of customers are determined. Seniors are divided into different age groups, and typical industries that use their services are dietary supplement manufacturers, financial providers, travel agencies, and clothing manufacturers. Seniors do not want to be perceived as seniors and use various media to reach their target audience. Medical advancements allow the older generation to feel vital and healthy for longer, and sociodemographic trends show that after 2030, half of the German population will be over 50. The digital transformation has also led to increased use of new media among seniors. To better understand the needs of this target group, the company conducts market research and surveys seniors about their interests. It is important to take seniors seriously and address them respectfully in order to gain their trust. [Extracted from the article]