Matures and Responsibility: An Under-the-Radar Opportunity
In the face of economic unrest and other complex challenges, a broader sense of the need to be more socially responsible is emerging. We call this the Responsibility Marketplace, and it describes consumers' move toward “owning” economic, social and personal problems. While the current zeitgeist often feels youth-oriented, the essence of Responsibility is completely in sync with the core characteristics of the Mature generation. This week's MONITOR Minute focuses on Matures' inherent—and growing—sense of community and civic engagement and highlights how marketers can more fully engage this generation in today's Responsibility Agenda to increase...