Technology

This Lenovo Campaign Takes a Peek Into the Lives of 'Digital Seniors'

Artists Gustavo Angarita and Teresita Gómez share how tech expands and preserves their worlds

Teresita Gómez at a computer — Concert pianist Teresita Gómez is the focal point of a 60-second video that reflects on how tech helps her preserve a lifetime of work and memories.Fantástica, Lenovo

By Sara Century

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

The Covid-19 pandemic has sparked a sharp increase in tech usage among older adults. Still, access has remained an ongoing issue. With many embracing a larger technological sphere, questions have arisen about how tech and advertising companies traditionally aimed at younger target demographics can accommodate a changing market.

Leaning into statistics that show older adults to be a vital part of any tech company’s consumer base, Lenovo has launched its “You Get Old, You Fill Yourself With Content” campaign.

Sara Century

Sara Century is a freelance writer for Adweek.

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