Ageing is one of the Top 10 Global Consumer Trends for 2016. No surprise, but …..

At least this report from Euromonitor addresses the ageing consumer in a more optimistic and enlightened way than is normal.

In their report Top 10 Global Consumer Trends for 2016 (you’ll have to register to download), the heading ‘Challenging Ageing’ is a pun intended.2016-02-07_14-40-29

Here’s a quick summary of the key points;

A splintered segment of post-middle age consumers

Spending power may vary, but these consumers remain a key and growing consumer segment, opening up many opportunities for manufacturers and retailers.

Energised ageing

Senior consumers can’t always be counted on as childminders as they are increasingly active, with packed schedules.

Advanced style

Luxury brands in particular are aware that many boomers, the oldest now hitting traditional retirement age, are also quite well off , so the demographic more likely to buy luxury products now sees itself reflected in luxury ads.

Digital inclusion

Millions of seniors are comfortable with technology, most often using it as a tool to keep in touch with family and friends and to monitor health.2016-02-07_14-16-50

The ‘Online Purchases by Age‘ chart shows that while lagging behind younger segments, (particularly considering that this was an ‘online survey’) marketers would be foolish to ignore the importance of older customers. Sadly, most still do.

Regardless of age, people need to eat, dress, maintain their health and beauty. They want to travel, to learn and to be entertained. In this rapidly ageing world, the best and biggest brands will not limit themselves to specific age segments. That’s the art and science of creating a  Lifetime Customer Experience.