Apple plans to unveil new features that will further entrench the iPhone and Apple Watch in consumer health, according to Bloomberg. A clever strategy to capture the ageing consumer Apple’s new features are the latest evidence, in a string of innovations over recent years, that it seizing the opportunity presented by the world’s ageing populations. […]
Age-Based Market Segmentations Need to Be Retired
I get excited when I see major brands steering away from the out-dated concept of age-based market segmentation. Recent research in the UK conducted by Marketing Week, suggests that just 7% of marketers believe terms like Gen X, Gen Z and millennial are a very effective means of segmentation. In fact, 55% say such demographic […]
Aviva Strives to Become an Age-Friendly Employer
In a world full of ‘talk’ about the ageing consumer it is rare to find examples of companies that are adapting to it, and benefiting from the change. According to an article in Marketing Week, Aviva (the UK insurance giant) has set up a community to support the development of people aged over 45, helping […]
Foods and Flavours For The Ageing Consumer
Meeting the needs of the ageing consumer requires an understanding of the physiological changes we all experience as we age. Product innovation based on this foundation of knowledge will have a better chance of satisfying a real consumer need. Nowhere is this thinking more important than in the fundamental basic human need for food. Physiological […]
Merrill Lynch Embraces The Longevity Economy
When it comes to the issue of longevity and the ageing population, there is so much talk and very little consumer-facing action. So it is always refreshing when I see evidence of a company that is actually responding in a positive way, to this inevitable change. According to this article in the Harvard Business Review, […]
AARP Co-opts Media To Challenge Age Stereotypes
AARP has joined hands with Refinery29 – a successful Millennial woman-focussed medium – to launch a cross-platform initiative that aims to shift attitudes and shape a new image around ageing to tackle redundant age stereotypes. According to this article in Campaign, “Life Begins At,” a year-long drive including co-branded content is a year-long initiative that […]
How ‘Fake News’ Drives The Millennial Myth
Now, I’ve got nothing against Millennials. Two of my favourite people on the planet are part of this cohort (my daughters). But what really pisses me off is how the hysteria over Millennials causes otherwise smart marketers to ignore the demographic and economic realities. Older consumers, Baby Boomers and beyond, are an equally (if not […]
Technology and Older Consumers – The Opportunities
Here’s a succinct explanation of the opportunities for technology with the 50-plus market; services purchased by older people; services purchased on behalf of older people; services traded between older and younger people; and services delivered to future older people. The explanation comes from an article in Forbes magazine which is worth a read if for no other reason than to be updated […]
Wearables and VR vie for Seniors at CES 2019
Among the predictable array of devices for seniors, wearables and VR are the technologies to watch. A few of the ‘ageing specific’ devices unveiled at CES 2019 as posted here on phys.org. Pillo, an all-in-one pill dispenser, personal digital assistant, and communication device ($500 + $50 per month) CarePredict, a wearable tech band that can […]
Ageism in business
I’ve written about this subject a number of times but it’s worth repeating, ageism is the last ‘ism’. It is rife in our world today and it’s having a direct, negative impact on business. This excellent article titled The Ageism in Advertising, should be required reading for all consumer marketers and advertising folks as they […]
