Featured in the Silver Marketing Association’s Silver Trailblazers
Rik Moore, Head of Insight, Strategy & Planning at The Kite Factory, has been inducted into the Silver Marketing Association’s Silver Trailblazers Hall of Fame in recognition of his outstanding contribution to the over-50s market.
Rik has advanced the advertising industry by pioneering a conscience-driven approach to media strategy. His philosophy balances data with empathy, ensuring campaigns connect with people’s real values rather than just their demographics. For brands engaging the over-50s, his work has been pivotal in moving beyond stereotypes and embracing authentic storytelling. By helping organisations think about the ethical as well as commercial outcomes of their media choices, Moore has positioned himself as a thought leader on meaningful engagement in the sector.
Rik Moore, Managing Partner for Strategy, said: “I’m thrilled to join the Silver Marketing Association Hall of Fame. It’s always lovely to get recognised for your work, but I’m particularly proud of this, given the high regard I hold the SMAS in. They do brilliant work to ensure a greater inclusion and diversity in how advertisers thing of engaging and including older audiences. We can fall foul of thinking of older generations like their grandparents pre and mid war generations, when in reality, they are very different. They are the pop culture generations. People who 80-year-olds today, we’re born at the tail end of WWII, and got to experience the post war boom in pop culture. Today’s 75-year-olds had the summer of love, our 65-year-olds were the original punks, and the 50 somethings were raving or embracing grunge. They’re redefining what it means to be in the silver generation. The work the SMA do to highlight and champion all that is brilliant, and it’s wonderful that they see me as a small contributory step in their journey.”
Rik Moore and fellow members of the Silver Trailblazers Hall of Fame can be seen online at: https://silvermarketingassociation.org/about/silver-trailblazers
The Silver Marketing Association is a trade membership organisation created by marketing industry professionals to promote best practice and ethical marketing to the silver (over 50s) sector. Members benefit from a wealth of resources and networking opportunities to help them communicate successfully with this diverse, complex and lucrative demographic – from continually updated research and white papers to valuable industry connections and campaigning that reaches beyond marketing and values the growing and influential over-50s population. More details can be found at: www.silvermarketingassociation.org