Sunday, March 20, 2005

Retail marketing: prepare to make money from mature consumers

Advertisers in Europe have turned their attention to aging Baby Boomers, at least in a small way. The statistics are hard to ignore: In Britain, the 50-plus age group is the only growing demographic segment. Over the next 20 years, the number of Britons older than 75 will leap by 43 percent. In Europe as a whole, the proportion of the population over 65 will grow from 12 percent today to 28.5 percent - easily the largest of any region in the world.

A study last year found that 86 percent of seniors felt ignored by marketers, and 70 percent felt patronized.

Remember ... Baby Boomers will NEVER admit to being "old". They aren't going to act like seniors in the generations that came before them. Appeal to their desire to remain fit, active and involved. You'll reap huge benefits.


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