Tesco
Marketing to the Ageing Consumer
Book

Marketing to the Ageing Consumer

The Secrets to Building an Age Friendly Business

Dick Stroud and Kim Walker
Palgrave Macmillan, 2013

Read or listen offline

  • 0.5×
  • 0.75×
  • 1×
  • 1.25×
  • 1.5×
  • 1.75×
1×

Editorial Rating

8

Qualities

  • Innovative
  • Applicable

Recommendation

Many companies boast about their devotion to customers and yet fail to address their senior consumers’ special needs. This is an unsound policy because the market is greying quickly. Before long, older consumers will make up the most significant marketing demographic. Dick Stroud and Kim Walker, marketing consultants who specialize in serving older customers, spell out why and how companies and government agencies should orient their programs, promotions and products to accommodate consumers in the 50-plus market. getAbstract recommends this timely, informative manual to marketers selling products and services to older consumers.

Take-Aways

  • The ratio of older people to younger people is increasing dramatically.
  • For the next two decades, the elderly will be a dominant driver of consumer spending.
  • Customer loyalties change over time.

About the Authors

Consultant, lecturer and writer Dick Stroud wrote The 50-Plus Market. Kim Walker is the founder and CEO of Silver, a business consultancy that advises clients about aging.

Comment on this summary or Iniciar a Discussão