Applying the future time perspective scale to advertising research

Volker G. Kuppelwieser

NEOMA Business School, Mont-Saint-Aignan

Marko Sarstedt

Otto-von-Guericke-University Magdeburg and University of Newcastle, Australia


Marketing research and practice increasingly recognise the growing numbers and economic importance of older consumers. In 1950, worldwide, one in 15 persons above the age of 60 was 80 or older; in 2000 this ratio increased to one in nine, and by 2050 it is expected to increase to approximately one in five (United Nations 2008), some calling it the ‘silver tsunami closing in’ (Sunday Times 2010). Owing to declining birth rates and increasing life expectancies, the balance between the young and old is shifting all over the world. In the more developed regions, the proportion of older persons already exceeds that of children; by 2050 there will be twice as many older persons as children (United Nations 2008).