Digital marketing solution company PTKOREA is leading the era of ‘Active Seniors’ by presenting differentiated marketing strategies for the rapidly growing silver generation.
On the 20th, PTKOREA announced that in October last year, it launched the ‘SynerZ’ project, a collaboration project between seniors and Generation Z, by hiring 11 senior interns with an average age of 64 who had experience in various fields such as marketing, elderly welfare, and the Ministry of National Defense. The 11 senior interns, who started as three-month interns, all had a positive impact on work and corporate culture and recently renewed their contracts.
As the size of the silver generation increases, ‘Active Seniors’ who are proficient in digital environments and enjoy active consumption activities are emerging. Accordingly, the market targeting the silver generation is rapidly expanding, and PTKOREA is exploring various methods to find differentiated marketing strategies tailored to the silver generation.
As part of this, the introduced senior internship is expected to become a new milestone that can suggest the direction of future senior marketing through collaboration projects between seniors and Generation Z. PTKOREA’s senior internship is also regarded as a noteworthy attempt in terms of realizing social value and re-examining the social roles of seniors.
Members of 'SynerZ,' a collaboration project between seniors and Generation Z, currently underway by PT Korea.
◆Senior Era, Is There No Marketing for Seniors?
The proportion of elderly population aged 65 and over in South Korea is about 19.2% (as of last year), and the social roles of the silver generation are being re-examined. They are evaluated as a key generation that will lead future trends as a main consumer group and are bringing significant changes across various industries. In particular, they are emerging as the main consumer group in digital and marketing fields, and the number of active seniors is rapidly increasing, but it is true that customized digital marketing activities for them are hard to find.
Accordingly, PTKOREA is strengthening investments to find diverse and differentiated solutions to lead the digital marketing field targeting active seniors. The ‘SynerZ’ project is a project to understand the senior class, the main actors of the silver industry, and to apply the accumulated experiences of seniors to the field.
The SynerZ project focuses on discovering insights of senior consumers and the parts they practically need through collaboration between senior interns and Generation Z. What is especially noteworthy is that vivid data obtained through seniors’ direct experiences and trials are being used to find marketing solutions for the same silver generation.
◆The Amazing Synergy of the ‘SynerZ’ Project
Through the ‘SynerZ Project,’ PTKOREA has discovered insights of senior consumers, created a practical digital environment for seniors, and carried out projects across the entire field of senior business operations, producing positive results throughout the process.
For projects aimed at obtaining insights of senior consumers by sector, the first ‘Senior Insight Report’ published last November contained in-depth insights on seniors’ health, leisure, economic activities, and social roles.
PTKOREA is currently preparing follow-up reports centered on four core themes: ‘Healthily,’ ‘Conveniently,’ ‘Leisurely,’ and ‘Enjoyably.’ The follow-up reports will include various fields to improve seniors’ quality of life, such as healthcare tech, smart homes, asset management, and leisure activities.
In the project to find marketing solutions for seniors’ digital exclusion issues and to create a practical digital environment for seniors, senior interns directly conducted case studies on taxi applications, kiosk UX/UI, etc., and regularly publish these as YouTube video content. This is highly regarded as it provides important insights to understand and improve the real difficulties and needs seniors face in digital environments.
Furthermore, the insights derived through collaboration are being applied to practical senior business fields. Focus group interviews related to retirement funds were conducted for asset management companies, and slogans targeting the senior generation were planned for household goods companies. Currently, two pre-proposal campaigns targeting senior industry companies are being planned, playing a key role in senior-targeted projects and producing meaningful results.
Senior intern Kim Jeong-gwan said, “The journey of finding customized digital solutions for active seniors with the senior generation as the main agent through the SynerZ project is a new challenge and a valuable experience,” adding, “Above all, the greatest significance is regaining confidence that our generation can still play an important role in society based on our own expertise.”
Kang Seong-jin, head of PTKOREA leading the SynerZ project, said, “Through this SynerZ project, we directly confirmed that collaboration between senior interns and Generation Z not only shares the trendiness of Generation Z but also shares the experience and wisdom of seniors, creating synergy,” adding, “The SynerZ project goes beyond a simple marketing strategy and presents a new direction for senior marketing through intergenerational collaboration.”
Starting with the SynerZ project, which presents a new direction for senior marketing through intergenerational collaboration beyond simple marketing strategies, PTKOREA plans to continue leading differentiated marketing strategies tailored to the silver generation through new and diverse attempts.
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