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| Mature Market News - Thought Leaders and Noteworthy Events |
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Marketing to the Mindset of Boomers and Their Elders Mature consumers are already beginning to shape up every major industry. Over the coming decades, industrialized nations will face major demographic shifts as birthrates fall and lifespans increase. In effect, they will find themselves dealing with the challenges presented by their own advancement and success. With the increase in aging persons, certain social groups such as empty nesters will also come to represent a growing segment of the overall population. The confluence of these trends makes for a large 40+ population with substantial disposable income and plenty of reasons to spend. Traditional concepts of "the elderly" hold little currency today, as the mature population is more and more composed of aging baby boomers, many of whom will not remotely conform to old stereotypes. Those now defined as middle aged are more self-confident, in control of their lives and engaged with learning as they age. This brand of mature consumer is flexible, willing to accept change and receptive to new products and services. They tend to be aware of political and social issues and seek out creative and personal challenges. It's important, however, not to make too many generalizations about the mature consumer segment, especially as it contains diverse sub-groups. Marketing to the Mindset of Boomers and Their Elders, unlike many of the numerous books on the subject now flooding bookstore shelves, is based on long-term, in-depth research. Its authors spent a dozen years on research involving no less than 20,000 subjects. The result is a guide to reaching the 40+ consumer that is truly indispensable, with a much smaller margin of error than work supported by smaller-scale studies. Using psychographics and other marketing techniques, Morgan and Levy emphasize the need to segment the 40+ market to narrow and intensify strategies. Individual chapters offer advice on the specific personality traits common to members of each segment, including optimistic versus disillusioned, pro-active versus passive, and independent versus loyal-minded. Overall, the book arms professionals with the exact tools they need to communicate with their target audience, whatever that may be. It's also a fascinating look into the mental mechanisms behind human demographics. Back To Mature Market News → Go To The GenerationTarget.com Mature Market Bookstore → |
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