Modern myths of the mature market

Reg Starkey

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.

Modern Myths of the Mature Market

Reg StarkeyMillennium

For at least 10 years, to my knowledge, magazines like Admap and Marketing Week have been publishing features about the potential opportunities offered by mature consumers. Other trade journals have also carried numerous articles about the 'gold in the grey market'. Conferences with upbeat themes like 'Older, Richer, Wiser' have been mounted in London at least once a year.

One cumulative effect of these activities has been the creation of a new mythology worthy of inclusion in the Bluffers' Guides.

Attending a conference on the mature...

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