Netflix's Over-60 Marketing Strategy: A Business Opportunity or a Misstep?

To promote the series 'Stories of a Generation with Pope Francis', Netflix opened a temporary shop in Rome where people over 60 can be turned into action figures if accompanied by an adult. The article argues that while Italy's aging population is well-known, Netflix's approach treats the silver age as a paying customer segment rather than a burden. The author criticizes Italian cultural organizations for either dumbing down offerings or seeking special funding, while Netflix creates dedicated products without lowering quality. The marketing tactic mirrors 1980s snack ads: appealing to the target (over-60s) while reassuring the purchaser (adult companion). The piece concludes that valuing the silver age is both a democratic imperative and a business opportunity, and that the two approaches are not mutually exclusive. The author, Stefano Monti, is a partner at Monti&Taft, active in management and strategic positioning.