Consumer denial of natural ageing is impeding the 'ageing' market

As Steve Job’s was often quoted, “A lot of times, people don’t know what they want until you show it to them”. Never was this more true than when marketing to the ageing consumer.

Whenever I talk to people about getting old, they usually point to an elderly parent, seldom do they categorise themselves that way. Even if the person I’m talking to is in their mid seventies!

This type of denial is understandable but annoying as it dampens innovation to encourage marketers to adapt their products and services to meet the inevitable physical changes we experience as we age.

As a recent example, according to this report in MediaPost; “Only one-third of Baby Boomers think that they will need long-term care. And two-thirds of them will actually need it. Since 76.4 million Boomers are heading into retirement, that’s a disturbing statistic”.

Steve Jobs also said “You‘ve got to start with the customer experience and work back toward the technology – not the other way around.”

Exactly. And to ensure that the customer experience allows adults of all ages to fully engage with a brand requires a holistic view of the entire customer journey through the prism of physical ageing.

This applies to all aspects of the business world. From the design of a toothbrush to the delivery of financial and hospitality services. And not just for consumers but for patients, employees and citizens.


We call this Lifetime Customer Experience™.

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