PTKOREA, a digital marketing solutions company, said Monday that its senior internship project, SynerZ, has garnered positive responses from both participants and businesses since its launch in October last year.
The project pairs senior interns with young employees to meet the needs of the rapidly growing silver generation. So far, 11 senior interns, averaging 64 years old, have joined the project in the fields of marketing, social welfare and government.
Initially designed as a three-month project, the internship was extended after demonstrating its success in fostering collaboration and generating valuable insights into senior consumer needs.
Seniors aged 65 and older now account for 19.2 percent of South Korea’s population, with active seniors -- digitally savvy and economically engaged -- emerging as a key consumer group. However, targeted marketing strategies for this demographic remain limited, according to the company. PTKOREA’s SynerZ project aims to bridge this gap by involving seniors directly in creating innovative solutions tailored to their needs.
“This project has shown how seniors can take an active role in creating solutions for their generation,” senior intern Kim Jeong-kwan said.
As part of the initiative, PTKOREA released its Senior Insight Report in November, examining key aspects of senior life, including health, leisure and economic activities. The company is now preparing follow-up reports focusing on four themes: health, convenience, leisure and enjoyment, covering topics such as health care technology, smart homes and lifestyle enhancements.
The project has also tackled digital challenges faced by seniors. Senior interns conducted case studies on taxi apps and kiosk interfaces, with findings transformed into YouTube videos offering insights into improving digital accessibility for seniors.
“The SynerZ project redefines senior marketing by fostering genuine synergy between generations. It’s more than a strategy. It’s a model for intergenerational collaboration,” PTKOREA’s division head Kang Seong-jin said.
By Park Li-na (linapark@heraldcorp.com)
