... to overlook this demographic despite their substantial economic influence. Aging consumers Age-friendly branding Institutional theory Inclusive design Accessibility Brand management Fundamental Research Program of Shanxi Province N/A Public Health Agency of Canada...

... age-inclusive branding as fostering a sense of belonging in the marketplace of the traditionally overlooked aging consumer segment. Originality/value To the best of the authors’ knowledge, this is one of the first empirical studies exploring how branding professionals create age-inclusive brands...