Marketing To The Ageing Consumer

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Unlock customer value by making your business age-friendly. The world's population is ageing at a rate never before seen in history. Marketing to the Ageing Consumer is the executives' guide to understanding and benefitting from this phenomenon. Fact: During the next two decades, older consumers will be the primary drivers of consumer expenditure in Europe and the US.

Fact: Asia Pacific has the oldest and fastest growing population of older people. Fact: Older people have one thing in common - they are all experiencing physical ageing that determines what and how they purchase. Fact: Ageing physiology will demand changes across the spectrum of customer touchpoints for products and services of almost every marketing company.

Age-marketing experts, Dick Stroud and Kim Walker, present the first and most comprehensive account of how the ageing of the consumers' minds, bodies and senses determine the products they purchase. The authors explain how ageing affects all parts of the customer experience. Their findings represent a fundamental - and surprising - shift in many paradigms of modern marketing.

Full of illuminating case studies and practical tips, Marketing to the Ageing Consumer provides companies with the tools and knowledge to perform their own audit of 'age-friendliness' enabling them to adapt to the rapidly changing demands of their customers. Review: Marketing to the Ageing Consumer is a much-needed pioneer.

Our population is ageing and it is common knowledge that older people have different needs and preferences to younger people. Yet, there is virtually no literature that documents the changes that are necessary to make the market environment more age-friendly. This book does exactly that. It is thorough, well-written and to the point, and a must-read for marketing executives and anyone interested in consumer economics. - Professor Christopher Pissarides, London School of Economics, Nobel laureate in Economic Sciences, 2010 This book provides a wealth of insights that the youthful communications industry needs to listen to and act on - because there is a wealth of opportunity to shape how our businesses and brands behave towards what will be an ever increasing and more valuable market...this book can be your guide. - Chris Thomas, Chairman CEO, BBDO Asia, Middle East Africa This book comprehensively sets out a compelling case for change in a clear, unambiguous and balanced way.

Even better, it offers practical steps for how marketers, executives and their advisors need to change their approach to product design, marketing communication, customer service and engagement. It is one of the very few business books I send proactively to my clients. - Chris Kaye, Head of Insurance, Asia Pacific, The Boston Consulting Group.

This book provides a much-needed corrective to the torrent of negativity that we hear about population aging. By focusing on ways that businesses can adapt to, and indeed thrive in response to, an older customer base, Dick Stroud and Kim Walker guide us toward seeing the opportunities that aging brings.

Because population aging is taking place worldwide, this book shines a light that will be useful everywhere. 'Age-friendly' practices, as elucidated herein, can revolutionize the operation of both business and government, and are an essential part of the way we need to respond to an aging world. - Professor David Bloom, Clarence James Gamble Professor of Economics and Demography, Harvard Being somebody who is (very) firmly in the 50+ bracket I have a clear sense of how , and how not , to be marketed to.

This book will be of great value to anybody who wants to reach me. - Dominic Proctor,aPresident, GroupM Global This book examines the essential commercial implications of the unique phenomenon of rapid ageing. As the world's population of over 60's doubles by 2030 and almost trebles by 2050, societies will need new coping mechanisms, and companies will need to adapt to a big shift in the structure of their consumer markets.

Dick Stroud and Kim Walker take an important and innovative approach to show