TOM BROOKES Logo Commissioner Classic Incentives PPAI 278712, Standard-Base Fleming Island, Florida DISTRIBUTORS AND BRANDS have historically discounted older audiences because of the idea that they become “disconnected” and more “out-of-touch” as they age, according to Brookes. But technology, social media and healthcare advances have helped fuel the opposite, he says. “Seniors are living longer, more active retirements and often have more disposable income, savings and time,” adds Brookes. Many retirees get involved with organizations like their homeowners association, YMCA, recreational sports programs, civic groups and schools, as well as volunteering. “Marketing products to seniors as they serve in these roles builds brand loyalty while helping them feel valued and relevant in society,” Brookes says. “Distributors and brands should also note how much value seniors place on their independence and comfort as they age in place.” Brookes advocates tactfully recommending products for use in frequented places like the car, refrigerator or restroom, while keeping recipients organized with pill holders, hot/cold packs Products That Solve Problems For Older Adults Tom Brookes of Florida-based distributor Classic Incentives shares ideas for practical branded merch, including hot/cold packs, cozy blankets and weekly calendars. By Nicole Rollender Image Point Fr / Shutterstock.com 10 • JULY 2026 • PPAI Essentials | Use Case
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