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Seniors lifestyles & attitudes

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Article

This paper explores how the ageing population around the world is challenging prior notions of what it means to be old - this survey finds an age group motivated by health and wellbeing both physically and emotionally.

Research Paper

Conventional advice when targeting older adults is to use factual, rational appeals over emotional appeals due to age-related differences in information processing.

Article

This article looks at how the Boomer market segment is under-served by current technology provisions and finds three ways in which brands can engage with these wealthy consumers by serving their specific needs.

Research Paper

This paper looks at connecting with seniors, a growing segment of the Asian population.

Research Paper

This paper describes how a method of ethnographic research conducted on the Indian Railways delivered insights into generational interplay and demonstrates how it can be used in other cultures and countries.

Article

This report covers how brands can develop a 'lifetime customer experience' that engages aging consumers.

Article

This article demonstrates how firms can grow profits in Asia by meeting the needs and expectations of the senior market, which has been largely ignored.

Article

This article argues that marketers need to spend more time thinking about older consumers, and less time focussing on millennials.

Article

This report explores how Latinos aged 50+ are a wealthy, expanding and influential consumer group that is increasingly playing a central role in the formation of a new American mainstream.

Article

This article provides demographic data about generations across the US and outlines each group's media behaviour.

Research Paper

This paper sets out the case for using "perceived age" for segmentation, which can be more predictive of consumer behaviour than chronological age alone and includes supporting work conducted with the BBC, the media organisation.

Article

This event report looks at research into consumer lifestages and suggests that marketers are often guilty of stereotyping different age groups and need to rethink their strategies as people's life journeys become ever more complex.

Article

This article discusses how CEOs can best represent their organisations to key stakeholders based on research in this area.

Article

This report discusses the growth of older populations in key markets, and the challenges and opportunities this presents.

Research Paper

This paper describes the results of an ethnographic study which sought to understand the lifestyles of people aged over 50 in the Czech Republic, in order to properly target financial products.

Article

This article describes the results of research conducted into the attitudes of people aged 55-64 in the UK, dubbed 'tomorrow's pensioners'.

Article

This article discusses the changing behaviour of people aged over 55 in China, arguing that using age alone to target consumers is ill-advised as there is much diversity within this group.

Article

This article discusses the rise of cinema-going amongst the over-55s and analyses how advertisers should adapt to his development.

Article

This event report describes the understanding UBS, the financial services company, has gained regarding changing consumer habits in the US and how this impacts on its products and marketing.

Article

This article criticises the lack of attention paid to grandparents in the UK, US and Europe as they take on greater responsibility for their grandchildren.

Article

This paper looks at how marketers can meet the needs and demands of the ageing population in China, where 36% of the population is forecast to be 55 years old and above by 2030.

Article

This article advises Indian marketers to reach out to seniors, who are relatively ignored in favour of the highly contested youth market.

Article

This article looks at marketing to segments of the aging population group (age 55+) in Thailand, where birth rates and life expectancy are increasing.

Article

Demographic change - specifically, population ageing - is rapidly moving from a purely academic discussion to a mega-issue that affects all types of companies across the world.

Article

Euro RSCG Worldwide surveyed 7,213 adults in 19 countries to better understand changing values related to aging, identify unmet consumer needs and uncover areas of opportunity.