The 50 Plus Market: Why the Future is Age-Neutral When it Comes to Marketing and Branding Strategies (Google eBook)
Explores how leading marketing practitioners are dealing with the 'ageing' of Europe's consumers. Using first hand research the key conclusion holds that in marketing and demographic terms the future is age-neutral and that the same marketing rules apply to the over-50s as to the rest of the population. There has, in recent years, been a steady increase in the number of wealthy adults over the age of 50. It is now the over-50s who have the money to spend on new products, although many marketers have failed to realize this. A large part of the marketing world is institutionally ageist - favouring a predominantly 'young' or 'old' approach in devising their marketing strategies depending upon their perception of their target markets. This approach must change - marketers must develop more sophisticated approaches - in essence, marketers must now embrace the concept of age-neutral marketing. This strategic change will be very much to their advantage. If they continue to fail to recognize the importance of the over-50s age group, then they will be disregarding a very large sector of their age-neutral market.
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2 The future is getting older
3 Myths and marketing myopia
4 A global snapshot
5 Whats different about being old?
6 The strange world of segmentation
7 The value of geodemographics
8 The rules have changed
11 Interactive media for older eyes hands and minds
12 Communicating with the over50s
13 Thoughts about the creative
14 What of the future?
Appendix 1 Older eyes hands and minds
Appendix 2 A website audit for agefriendliness
Appendix 3 Questions that test a companys ageneutrality
Appendix 4 Details of OMDs market research programme
50-plus market AARP adults advertising age profile age range age-friendliness age-neutral ageing population agencies apply approach argument attitudes Australia baby boomers brand loyalty campaign cent chapter cognitive communications companies company’s consumer behaviour countries created creative customers Czech Republic demographic Director e-mail marketing economic effects of ageing example experience factors Figure focus geodemographic geodemographic segments holidays implications important income increase industry interactive channels issue lifestyle managers market research marketing strategy marketing’s media planning Michael Harvey mobile phone navigation neighbourhood older age groups older consumers older market options pensions people’s percentage person predicting problems questions responses segmentation senior shows significant simple site’s spend statement stereotypes Super troopers target technique today’s try new brands types UK’s understand usability usability testing users wealth website’s women young younger youth