The 50 Plus Market: Why the Future Is Age-Neutral When It Comes to Marketing and Branding Strategies

by Dick Stroud

Book Overview

Baby boomers are the wealthiest, fastest-growing consumer group in the world, yet the market remains largely untapped by marketers. In fact, only five percent of worldwide ad budgets is geared toward older consumers while 80 percent goes to reaching 18- to 34-year-olds. Acknowledging that the 50-plus consumer market is foreign territory to many marketers, author Dick Stroud provides a how-to guide for key elements of a marketing strategy targeting...

• Format: Paperback
• Language: English
• ISBN: 074944939X
• ISBN13: 9780749449391
• Release Date: March 2007
• Publisher: Kogan Page
• Length: 336 Pages
• Weight: 1.20 lbs.
• Dimensions: 1.3" x 5.9" x 9.0"

Customer Reviews

Wise guide to marketing across the age barrier

The world's population is getting older. Shouldn't marketers address this phenomenon? No. Actually, they should ignore it most of the time, says author Dick Stroud, who advocates marketing without regard to the consumer's age, except when a specific situation seems to call for it. Stroud and other contributors contend that focusing your general marketing effort solely on younger consumers is a waste of outreach opportunities. He bases his recommendations on global demographic surveys and on his experience with the 50-plus market. This practical book contains information about demographics and segmentation techniques, as well as the results of international studies of older consumers. It provides real bonuses, such as questionnaires you can use to gauge your company's attitudes toward older people, but it is also repetitive. getAbstract recommends it to serious market researchers and others who want to consider how age affects marketing worldwide.

Assessing the affluent, over-50 market

ick Stroud's THE 50-PLUS MARKET shows that the typical marketer's rush to reach young consumers is ignoring a potentially lucrative market: that of older consumers ages 50 and older. However as the Boomer generation ages this market can no longer be ignored: THE 50-PLUS MARKET provides a new approach to how companies interact with older customers, advocating age-neutral marketing strategies to ensure the growing numbers of affluent over-50 consumers aren't overlooked.