Abstract
Population aging, technological developments and the sustainability challenge are some of the defining issues of the twenty-first century. The aging population is forecast to reach over 20% of the global population by 2050 and there is increasing technology adoption within this population. The number of internet users among aging US consumers showed a 59% increase between 2000 and 2019. The aging population is a core focus of the sustainable development goals with its potential impact on consumption trends, health systems, economic growth and the environment. Digital media marketing tools are promising means of reaching aging consumers and triggering their healthy eating behaviours. However, from a theoretical and practical perspective, digital marketers are less prepared to target aging consumers to promote sustainable and healthy food solutions. This research examined the efficacy of digital marketing strategies for stimulating sustainable and healthy eating behaviours in the aging population. A systematic literature review was conducted to identify what role digital media could play on aging consumers’ sustainable and healthy eating practices to develop future strategies. Findings revealed the varying effects of digital media tools with a general positive tendency to encourage sustainable and healthy diets. Web-based e-coaching programmes and mobile apps offered great potential for triggering healthy dietary behaviours among the aging population. Social media showed evidence in transforming food choices but research focused on younger consumers. Through targeting aging consumers and raising their awareness with digital marketing, it may be possible to support healthy aging and sustainable behaviours in this cohort.
Presenters
Isin YaziciogluStudent, PhD, University College Cork, Ireland Lana Repar
Lecturer in Food Business, Department of Food Business and Development, University College Cork, Cork, Ireland Joe Bogue
Professor, Cork University Business School, University College Cork, Cork, Ireland
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
Public Policy and Public Perspectives on Aging
KEYWORDS
DIGITAL MEDIA, AGING, SUSTAINABILITY, EATING, HEALTH
