Consumer attitudes: Attitudes to age, lifestage

 

Humans are a 'neotenous' species, retaining youthful traits well into adulthood. This paper explores the juvenile elements in adult motivation and behaviour, outlining the implications these have for ...

In this paper, TGI analyse how concerned consumers in 11 national markets are with looking young. There is considerable variation between parts of the world, with Italians and Brazilians attaching the ...

The latest Common Good research programme focuses on helping government departments communicate more effectively with older people. Over 65s are a growing demographic within the UK and the rest of Eur ...

Brent Green, founder of Brent Green & Associates, describes a 'generational' marketing campaign aimed at leading edge baby boomers ( roughly those born between 1946 and 1955) to recruit members for th ...

Describes how the charity Age Concern worked with its subsidiary, Age Concern Research Services, to explore and map the self-image, prejudices and concerns of different age-groups within the populatio ...

Issue Twelve of BMRB International’s TGI Global Consumer Barometer discusses targeting the ‘grey market’. This includes sizing up the market, the economically active nature of the sector, and the ‘gre ...

Many marketers use “life stages” such as pre-family, family, empty nester and the retired to define consumers but this paper argues that these categories no longer reflect UK society. Using case studi ...

Consumers don’t always understand financial products and they don’t trust financial service providers. Meanwhile, financial marketers find it increasingly difficult to create propositions that can mea ...

Three different theoretical perspectives (nostalgia, cognitive decline, socioemotional selectivity) lead us to hypothesize that preference for a product should depend on the age a consumer had when th ...

The aim of this paper is to question the segmentation of target groups, seeing that the demographic development in Europe has profoundly altered within the past years as well as the “traditional C.V.” ...

Discusses how Deutsch Inc. recommends marketing to the 50-60 age group. Research shows that they enjoy their work and find it fulfilling, so present this aspect positively and don't denigrate it in yo ...

Senior citizens have the time to enjoy life, but the way they do that and their needs and desires differ per individual. Senior citizens cannot be seen, nor handled, as a single homogeneous group. The ...

Kreitzman describes how older people increasingly have wealth that needs to be managed. The over fifties have around 70% of all savings and represent the market for inheritance products and services, ...

This talk from the Marketing Society's recent 'Grey is the new black' evening is the definitive guide to how to communicate with the 'under-80s' - a misnamed, misunderstood, mislaid group of people.

The UK currently has about 20 million people who are 50 years old or over. This number is expected to grow to 25 million by 2021. Older people offer new market opportunities, and companies that choose ...

The author examines the populations of European countries and explains that while they are, overall, static the proportion of older people is increasing while the proportion of younger people is decre ...

Reg Starkey uses an analogy of the safe driving campaign and its eventual acceptance after many years with the problems now being faced by the acceptance of the Grey Market. He suggests that althoug ...

Ann Edwards outlines her work among the over 50s and emphasises the fact that this is by no means a homogenous group as it covers people with widely different ages and behaviour and with considerably ...

According to Melanie Haslam the over 50s are neglected in spite of holding 80% of the nation's wealth. She explains that mass old age is a new phenomenon and challenges the advertising community to t ...

This paper describes a customer analysis model which the authors call Multi Dimensional Marketing and takes the study of attitude and behaviour differences of different generations to a more precise l ...

A multi-national qualitative study was undertaken, with group discussions in six European countries and in Australia, to explore the changed and changing role of women. The paper explores the historic ...

This article reports on a study that examined whether American advertisers have used negative stereotyping of the elderly, which critics claim contributes to a climate of ageism. Results of the study ...

Discusses results of a survey into the attitudes of the `grey generation' (`empty nesters'). This generation is fulfilled, active and enjoying itself. However, it has not (yet) converged with younger ...

People of different ages respond differently to advertising. People aged over 50 were found to be neglected by most campaigns and to assume advertising was for younger people, and examples of brands a ...

The 'baby-boomer' generation - those who were in their teens in the 1960s - constitutes the next and biggest wave of people to come up to retirement. Their taste in music and other areas of consumptio ...

This paper discusses the criticism that has been targeted at the advertising industry about its hesitancy to use older models in advertising. It reports research on this issue in the context of curren ...

This paper examines the Grey market, exploring whether or not it exists as a discrete sector and whether the conventional age band structure is the most useful way of segmenting it. It suggests that m ...

A personal account by someone born in the early 1940s, challenging the myths and stereotypes held about older people by those (mostly in their 30s) who make marketing decisions. Older people are just ...

Investigates the facts and figures behind the financial well-being of `Third Agers'. Retired people are not a monolithic segment; there are considerable disparities of income and resources. The articl ...

Discusses the problems of marketing to the `third age', and wonders why marketers and advertisers seem to find it so difficult. The difficulties of understanding what motivates older people and the em ...