Speed Read - Marketing to the Aging Consumer: The secrets to building an age friendly business

Population aging is driving a major demographic shift and is creating unprecedented challenges and opportunities for brands and advertisers.

Marketing to the Aging Consumer: The secrets to building an age friendly business

Dick Stroud and Kim Walker, Palgrave Macmillan (2013) (view on Amazon)

Introduction

There are over 1.5bn over-50s in the world, and increased life expectancy is driving a major, irreversible demographic shift towards an aging population. To date, however, most companies and brands have failed to address systematically the needs of this rapidly growing consumer segment. Insofar as marketing has targeted the aging population, it has often tried to isolate psychological differences due to age, such as changing interests following retirement. Authors Dick Stroud and Kim...

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