Wednesday, August 22

8:00 am – 11:30 am

The Edgewater Hotel
1001 Wisconsin Ave
Madison, 53703

Over the next 20 years, older adults will become the most powerful market demographic with spending by those 50 and up increasing by 58 percent to $4.74 trillion, while spending by Americans age 25-50 expected to grow by only 24 percent. And yet, it is all too common for marketers and entrepreneurs to overlook this demographic when thinking about user testing and persona planning. In his talk Ken Gronbach shares insights derived from customized demographic research. His understanding of worldwide demographics, migration, aging, immigration and dying have enabled him to forecast societal, political economic, cultural and commercial phenomena with uncanny accuracy. Marketers, designers, developers, and entrepreneurs of all backgrounds will find tremendous value in his content and entertaining delivery. Keynote to be followed with a breakout session featuring local experts on regional demographics and marketing to older adults and their caretakers.


8:00 am Ken Gronbach Keynote

Ken entertains audiences with his own special brand of wit, humor and common sense, making complicated concepts clear with real-world explanations anyone can easily understand. Ken’s overall perspective is macro – a view from 30,000 feet, and very big picture. Even non-technical audiences will take away immediately usable information from his presentations.

10:00 am Break

10:15 am Local Panel

Hear from a local panel of marketing experts on demographics in the Madison area and how businesses and marketers in our community are reaching out to older adults.

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Forward Pass Access to this event is included with the Forward Pass.