Thailand has been transitioning into an ageing society since 2005, when the proportion of the population aged 60 and above reached 10 per cent of the total population. The continued growth of the elderly population has created escalating challenges, particularly in health and socioeconomic domains. Consequently, it is essential to develop comprehensive life plans and improve the quality of life for senior citizens in ways that respond effectively to their specific needs. In the current era, digital marketing has evolved rapidly across various online platforms; however, many older individuals still lack the requisite digital literacy and online marketing skills. In response, the Ban Banglamung Social Welfare Development Center for Older Persons in Chonburi Province launched a project to enhance vocational skills and employability competencies, promoting sustainable livelihoods and income generation for the elderly in Phanat Nikhom District, Chonburi Province. This initiative aims to empower senior networks, promote economic self-reliance, reduce dependence, and expand career opportunities through targeted Digital Marketing strategies that effectively reach prospective target audiences.
Project Coordinator: Assoc.Prof. Dr.Jirapa Phungbangkruay
Objectives:
- To empower senior networks and enhance the operational capacity of elderly network management.
- To drive, coordinate, and foster multi-stakeholder collaboration for sustainable senior employment and livelihood promotion.
- To build digital marketing capabilities and empower elderly groups with essential e-commerce competencies.
Program Activities:
- Establishing elderly community groups to build a collaborative online product distribution network across digital platforms.
- Fostering inter-group cooperation to promote peer-to-peer knowledge sharing and collective learning.
- Conducting capacity-building workshops to equip older persons with practical knowledge, digital marketing techniques, and platform management skills.
Expected Outcomes (Impacts):
- Community Empowerment & Peer-to-Peer Support: Senior citizens successfully formed collaborative community networks, establishing a peer-to-peer mentoring system where digitally proficient seniors actively support and share knowledge with peers who require additional guidance.
- Digital Literacy & E-Commerce Competencies: Older persons gained a clear understanding of online sales platforms and acquired practical digital marketing skills, enabling them to leverage diverse e-commerce avenues for sustainable income generation. Specifically, senior groups in Phanat Nikhom District showed significantly higher awareness and stronger digital marketing skills.
Date of Implementation: April 27, 2026
