The 50 Plus Market: Why the Future is Age-Neutral When it Comes to Marketing and Branding Strategies - Hardcover

Stroud, Dick

9780749442583: The 50 Plus Market: Why the Future is Age-Neutral When it Comes to Marketing and Branding Strategies

Hardcover

ISBN 10: 0749442581 ISBN 13: 9780749442583

Publisher: Kogan Page, 2005

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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Review:

“A thoughtful, well-researched and thorough exploration of the 50-plus market.” -- Media Week

“Takes stock of the marketing approach to the seniors market.” -- EFMA Magazine

“The over 50s are not a niche market � " they account for 40% of the UK� s adult population -- brandrepublic.co.uk

“Ushers in the era of age-neutral marketing� � compelling.” -- European Business

“With persuasive (even obsessive) attention to detail, Dick Stroud shows how wrinklies are a huge and virtually untapped market.” -- Wally Olins, Chairman of Saffron Brand Consultants and wrinklie

Book Description:

Challenges some fundamental assumptions made by the marketing profession

Analyses every aspect of the over-50s market, demonstrating why the same age-neutral rules apply here as well as with the younger generations.

Based on first-hand research by leading marketing research agency OMD

Packed with analysis, warnings and tips of value to everyone working in a marketing environment

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