Silver Travel Advisor founder launches B2B association for mature market

Silver Travel Advisor founder Debbie Marshall has launched a B2B membership organisation to “connect and inform” businesses marketing to older consumers.

The Silver Marketing Association will be open to companies and individuals, and aims to build on its predecessor, the Mature Marketing Association.

It said it was “passionate about ethical marketing” and would “call out discrimination and ageism as well as creating a public voice for its members”.

Marshall founded mature travel reviews and advice site Silver Travel Advisor and owned the business until its sale to current managing director Lisa McAuley in 2021.

Speaking about the launch of the new association, Marshall said:  “This growing sector of the market is highly influential. Yet despite the fact that there are more people in the UK aged over 60 than under 18, many businesses are not engaging effectively with older consumers.

“Given the youthful average age of many marketing teams, it’s not surprising that there’s often a gap in understanding and empathy, which can result in inappropriate or patronising messaging and imagery that stereotypes or misrepresents this diverse and increasingly active and wealthy audience.

“The Silver Marketing Association aims to bridge that gap with a range of benefits for its members.”

Marshall will be joined in the new venture by a management team including membership & partnerships director Michelle Laverick, policy & public affairs director Steve Huxham, training & development consultant Jane Silk and news editor Roger Bray.

Sally Winfield, chief executive of of Accord Marketing and former chair of the Mature Marketing Association, joins the Advisory Board.

She said: “I’m delighted that the Silver Marketing Association will bring a new team and new energy to build on the achievements of the Mature Marketing Association.

“With its mission to promote best practice marketing, as well as offering networking events and investing in relevant research and data, membership of the Silver Marketing Association is a must for any organisation or individual wanting to successfully reach the older demographic.”

Members of the association will receive regular updates and newsletters, access to research, white papers and the Experian data platform, HR advice and marketing services.

They will also be able to attend free webinars in March & April, and access discounted tickets to an annual summit which is scheduled to take place on June 28 in central London.

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