Observations, insights and innovations that connect with the 50+ market.

Happier with Age? Don't Assume 50+ Aspire To Be Younger - Research
by Kim Walker 09 June 2010 10:44:21

Good news for old people, and for those who are getting old. On the global measure, people start out at age 18 feeling pretty good about themselves, and then, apparently, life begins to throw curve balls. They feel worse and worse until they hit 50. At that point, there is a sharp reversal, and people keep getting happier as they age. By the time they are 85, they are eve... more

Korea Releases Bleak Stats On Its Baby Boomers
by Kim Walker 08 June 2010 08:33:49

The report titled "The past, present and future of baby boomers as seen through the numbers" makes rather depressing reading. Statistics Korea painted this profile of the Baby Boomer. Mr. B is a middle-aged Korean man, born in 1960 to a rural peasant father and housewife. His generation prided themselves as the unsung heroes of the nation's rapid industrialization between... more

What Generation Gap? Ageless Marketing = Generation Everyone.
by Kim Walker 05 June 2010 20:51:43

Here's a great article that discusses the idea of Generation E (Generaton Everyone). The author argues "will the idea of a "generation gap" eventually atrophy into obsolescence?" He's talking about ageless marketing. His examples include: moms and daughters with matching Ugg boots, Juicy Couture sweatsuits, Abercrombie hoodies and Coach handbags. Fathers and sons compari... more

50 Is The New 30 In China Too! - Download Research
by Kim Walker 03 June 2010 14:27:43

Like most others countries, older Chinese consumers perceive themselves younger than their actual age according to a new study. This supports the results of our SilverPoll conducted in 2009 across 5 APAC markets. The survey among consumers above the age 50, was conducted across six cities in China. [Download here]. While almost 50 percent of the people surveyed were betw... more

Korean Soccer Stadium Tries Age Segmentation
by Kim Walker 31 May 2010 17:20:22

Korean football fans are known to be especially loyal to their hometown clubs. But the principal doesn't really go for FC Seoul, the only club based in a city with a population of over 10 million. Consequently, FC Seoul is applying a different approach in marketing. It's marketing staff provides various events and amenities at Samgam to appeal to a wide range of fans who... more

Citibank Survey Reveals Conservativism Among Older Entrepreneurs
by Kim Walker 28 May 2010 11:01:39

The USA Citibank small business survey (Q1, 2010) reveals dramatic differences in attitude between older and younger entrepreneurs according to this article. For example: 41 percent of the older respondents don't believe their businesses will be better off in 12 months, while 53 percent of the younger business owners think things will be improved a year from now. Comp... more

Nielsen Dispenses Wisdom For Marketers To An Ageing China
by Kim Walker 26 May 2010 18:34:43

Nielsen has published a piece on the marketers dilemma for an ageing China. No real news here but at least it's good to see companies identifying the issue. Here's summary of Neilsens suggestions for marketers: A mix of brands targeted to different demographic groups, or those that work well in India or other less-developed nations, may struggle in China. Large famili... more

Singapore Silver Spender - Article Quoting SILVER
by Kim Walker 26 May 2010 12:08:16

Following the line of the Singapore Government, there's increasing media attention being paid to the Silver industry. We are extensively quoted in this article in AsiaOne Business. Here are a few highlights of business initiatives against the Silver market in Singapore: OCBC Bank's recent SmartSenior Programme is a savings plan that allows children to contribute month... more

Older Shoppers A Key Target In Emerging Markets
by Kim Walker 23 May 2010 16:22:55

A new study by Euromonitor concludes that marketers should consider targeting older shoppers in countries like India and China. Brazil, Russia, India and China will deliver more than 60% of growth among all emerging markets between 2010 and 2020, with the India and China generating over a quarter of the overall increase. As reported in an article on WARC, Euromonitor co... more

P&G launches digital network for "boomers"
by Kim Walker 13 May 2010 17:18:30

Procter & Gamble and NBC Digital Networks are targetting 'boomers' with the launch of 'Life Goes Strong' a vertical-niche site network devoted to 'Boomer' family life, style & technology, celebrating the interests of mid-lifers. Why? According to P&G and Mintel research (USA) in this WARC article; A third of all Internet users are adults between 45 and 64 ... more