The ageing population's threat to innovation: ten new strategies

Simon Silvester

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.

the ageing population's threat to innovation

Ten new strategies

Simon SilvesterYoung & Rubicam Europe, Middle East and Africa

It has always been easier to persuade someone with no existing loyalties to try a brand than to persuade someone with entrenched loyalties for a competitor. For this reason, people entering a market for the first time have always been among marketing's primary prospects.

In Germany, for example, 72% of bank customers never change their bank. This means the only way to attract them in large numbers is to do so when they open their first account. Similarly, once a woman...

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