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Older Americans:A Changing Market (4th edition) The over-55 population is in the process of a radical transformation as it absorbs members of the baby boom generation. In the next couple of decades, no segment of the U.S. population will grow as much or change more. With the aging of the population, 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. Companies and businesses of all kinds will want to find ways of tapping into such huge market potential. Traditional concepts of "the elderly" hold little currency today, since most baby boomers will not remotely conform to previous stereotypes of what it means to be over 55. People now 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. This newly updated, comprehensive sourcebook will help you understand the life stage market you want to reach. Too many marketers and advertisers fail to ask themselves who their audience is, and what that audience wants. The result is often flashy images and youth-geared soundbites that fail to penetrate the notice, much less impress, people over 40. Reading Older Americans: A Changing Market gives you up-to-date briefings on the most important aspects of marketing to the mature consumer. It offers extensive data on their behavior, education, health, household characteristics, and income. Other topics touched on include labor force participation, spending, and wealth. To assist readers in making sense of the numbers, variables are broken down by age, race, ethnic backgrounds, gender, education and region of residence. Well-organized and dependable, this guide will give you a window onto the what the mature market looks like and how you can begin communicating effectively with the consumers who constitute it. Back To Mature Market News → Go To The GenerationTarget.com Mature Market Bookstore → |
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