Proposing campaigns that advocate for the “Young-Old” and auditing The Jade Club platform

Author: Mason Mui, Managing Director for Strategy & Operations 2026

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Our Client:

The Jade Club is a self-financing social enterprise dedicated to helping Hong Kong’s senior citizens enjoy a fulfilling retirement. Their work spans health, financial management, social interaction and personal fulfilment, offering activities such as chair-based dance, mind-body exercise and opportunities for seniors to share their skills with others.

 

Central to their mission is the “young-old” demographic, older adults who want to remain active, connected and involved in their communities. The Jade Club aims to build a retirement platform that supports these interests and recognises seniors as active contributors.

 

The Challenge:

Our client hoped to raise awareness of the young-old concept and strengthen their digital platform’s ability to attract and retain users. However, limited brand visibility, difficulties navigating their website and app, and a lack of incentives for repeat participation stood in the way. With limited specialist IT support, they required practical recommendations to make their platform more accessible and engaging.

 

Our team was tasked with identifying how The Jade Club could reach more young-old adults and encourage lasting participation in their activities.

 

Our Work:

• Assessed similar platforms and mapped the customer journey to identify The Jade Club’s points of differentiation and recommend improvements to platform navigation and event information

• Designed the Jade Club Passport loyalty programme with personalised event recommendations and redeemable rewards to encourage repeat participation, supported by research into potential partners

• Developed monthly themed social media campaigns centred on member stories and short videos to reach the young-old demographic and build anticipation for upcoming activities

• Produced a 12-month implementation plan with cost estimates, performance indicators and recommendations for student content support and user onboarding to guide the rollout of both strategies

 

The Results:

We would like to extend a huge thank you to The Jade Club for the opportunity to support their work. Our consultants gained valuable insight into the needs of Hong Kong’s young-old community and how digital engagement can support a more active and connected retirement.