Target groups: Older people, grey market

 

The 'charmed generation' refers to a group of wealthy older people who are retired or close to retirement, that was the focus of a 2005 article in Market Leader by Dick Stroud. Here, Stroud revisits t

The Medicare Prescription Drug Improvement and Modernization Act of 2003 brought about a sweeping change in the US healthcare industry when it finally came into force in 2006. Previously, many older A ...

Discusses the over-50s audience, which tend to be under-recognised as a target audience by advertisers due to a number of assumptions (e.g. they are not buying for large families, not easily influence ...

This joint research report by OMD and 20plus30 Consulting aims to help marketers understand how older consumers in the UK respond to different types of advertising. Key findings include: the 50-plus a ...

This article discusses how to market to 'baby boomers' as they approach retirement. They are the biggest demographic segment in America, with the most spending power; they also have distinctive attitu ...

The present article provides evidence to suggest that older consumers are just as likely as younger consumers to switch brands, and discusses specific guidelines and strategies for taking older consum ...

Synaesthesia is the branch of neuroscience that studies anomalies of perception: subjects who have a multi-coloured vision by listening to a voice, or see numbers and letters in colour, hear a sound b ...

Women are responsible for over 83% of consumer spending decisions, and the over 50’s hold 69% of the US total net worth (i.e. $29.1 trillion). “Primetime women” (50+) therefore offer a potentially pro ...

Brent Green, founder of Brent Green & Associates, considers the marketing opportunities provided in the USA by the 76 million baby boomers, born from 1946-66 and who start hitting 60 this year. He pr ...

The latest Common Good research programme focuses on helping government departments communicate more effectively with older people. Over 65s are a growing demographic within the UK and the rest of Eur ...

Today’s 18-35 year olds face a bleak financial future. Housing costs and student loans mean that they are not investing in pensions. In 2003, 13% of men under 35, dropped out of pension schemes. While ...

In the age of digital revolution there is a tendency to believe that computer science and new technologies only impact younger groups. Yet what happens with our seniors? The population aged 50 plus is ...

Brent Green, founder of Brent Green & Associates, describes a 'generational' marketing campaign aimed at leading edge baby boomers ( roughly those born between 1946 and 1955) to recruit members for th ...

Describes how the charity Age Concern worked with its subsidiary, Age Concern Research Services, to explore and map the self-image, prejudices and concerns of different age-groups within the populatio ...

Many marketers use “life stages” such as pre-family, family, empty nester and the retired to define consumers but this paper argues that these categories no longer reflect UK society. Using case studi ...

Consumers don’t always understand financial products and they don’t trust financial service providers. Meanwhile, financial marketers find it increasingly difficult to create propositions that can mea ...

Three different theoretical perspectives (nostalgia, cognitive decline, socioemotional selectivity) lead us to hypothesize that preference for a product should depend on the age a consumer had when th ...

The population aged 50 years and older is poised to explode around the globe, because people born after World War II, the Baby Boomers, are moving into this age cohort and will reinvent aging. Boomers ...

This paper describes the research conducted by OMD UK Group into the 50+ market. The first phase of the research was carried out in the United Kingdom and is now being rolled out across Europe. Some o ...

Discusses how Deutsch Inc. recommends marketing to the 50-60 age group. Research shows that they enjoy their work and find it fulfilling, so present this aspect positively and don't denigrate it in yo ...

The media’s reporting about marketing and the over 50s is bogged down in a cycle of trivial and unsubstantiated debate. Dick Stroud lists five gripes about how this important group is analysed by both ...

Senior citizens have the time to enjoy life, but the way they do that and their needs and desires differ per individual. Senior citizens cannot be seen, nor handled, as a single homogeneous group. The ...

Kreitzman describes how older people increasingly have wealth that needs to be managed. The over fifties have around 70% of all savings and represent the market for inheritance products and services, ...

This talk from the Marketing Society's recent 'Grey is the new black' evening is the definitive guide to how to communicate with the 'under-80s' - a misnamed, misunderstood, mislaid group of people.

As the number of young European adults declines as a percentage of the population, the business model that made consumer-goods companies rich in the twentieth century will collapse. Ageing means that ...

As the population ages, an industry of twenty and thirtysomething brand marketers must understand and respond to the needs of affluent, time-rich, brand-loyal, media-savvy and marketing-cynical fiftys ...

Robert Diamond introduces his article by giving a snapshot of the over 50s market and identifies it has the fastest growing sector with substantial wealth, savings and spending power. He urges markete ...

The author examines the populations of European countries and explains that while they are, overall, static the proportion of older people is increasing while the proportion of younger people is decre ...

Reg Starkey uses an analogy of the safe driving campaign and its eventual acceptance after many years with the problems now being faced by the acceptance of the Grey Market. He suggests that althoug ...

Ann Edwards outlines her work among the over 50s and emphasises the fact that this is by no means a homogenous group as it covers people with widely different ages and behaviour and with considerably ...