The group of older consumers is gradually increasing in the structure of the world consumer market. The companies that have discerned the huge potential in this segment often achieve better results and in some cases become market leaders. It proves that in order to achieve sustainable competitiveness it is necessary to study the category of aged consumers in-depth, to realize their characteristics and the mechanisms of formation of their perception. One of the important tools for achieving this goal are exhibitions, which not only provide an opportunity to build marketing communication with target audiences, but also allow to evaluate, form and correct their perceptions. This paper deals with the approaches to adaptation of an exhibition event for the target audience of older ages. The methodology of empirical research included qualitative and quantitative research, involving the participant observation method within the preparation of the “50 PLUS” International Forum and Exhibition.