Call for Papers - Ageing Consumers: Rethinking Marketing Strategies and Seizing Business Opportunities

Editors: Vania Vigolo (University of Verona, Italy), Elisa Alén (University of Vigo, Spain)

Advisory Board: Maria Colurcio (University Magna Graecia of Catanzaro, Italy), Trinidad Dominguez Vila (Universidad de Vigo, Spain), Nieves Losada Sánchez (Universidad de Tras os Montes e Alto Douro, Portugal), Olga Rivera (Universidad de Deusto, Spain), Marlize Terblanche-Smit (University of Stellenbosch Business School, South Africa)

Scope: The world’s population is aging and older consumers represent a fast-growing market both in developed and in developing regions. This phenomenon poses great challenges and opportunities to a wide range of sectors for the years to come. Firms need to revise their marketing strategies to go beyond age-related stereotypes and effectively serve this highly heterogeneous market. The COVID-19 pandemic further urges businesses and organizations to respond to older consumers’ emerging needs and changing lifestyles. 
This collection aims to bring together original studies and review papers in the disciplines of Marketing and Management that address the older consumer market. 

We invite both theoretical and empirical contributions to this theme. Specifically, we encourage submissions that focus on, but are not limited to, the following topics:

•    COVID effects on the older consumer market;
•    Segmentation of older consumers;
•    Older consumers’ needs;
•    Product and service innovation for older consumers;
•    Older consumers’ perceptions of age-related products and services;
•    Positioning strategies;
•    Communication strategies;
•    Distribution strategies;
•    Older consumers and technology.

We welcome qualitative, quantitative or mixed methods, as well as a variety of research perspectives. The collection is also open to studies that are relevant to policy-makers. Review articles should move beyond mere description to incorporate critical reflection, analysis and theoretical contribution.

This is a rolling collection and as such submissions will be welcomed up until the end of June 2021. Authors who wish to discuss ideas for articles are asked to contact the guest editors (vania.vigolo@univr.it and alen@uvigo.es) direct before submission. Full papers (original articles or review papers) must be submitted via the journal’s submission system. Submissions by email cannot be accepted.