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

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5 Things Retailers Need to Know About Marketing To Baby Boomers
by Kim Walker 09 August 2010 16:42:40

Okay, it's USA-based data, but regardless, some interesting learnings from recent reseach conducted by Matt Thornhill, of the Boomer Project and collaborators and detailed here. 1. Older and Younger Boomers Are Different The two groups have different frames of reference for decision-making, shopping, spending leisure time, cultural icons and involving themselves in medi... 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

Nostalgia Drives Development of 'Ageless' Drinks in Japan
by Kim Walker 06 May 2010 09:08:34

A couple of pre-World War II soft drinks that garnered renewed interest a few years back are being produced in ever more varieties and becoming more popular in Japan. Furthermore the cider and 'ramune' soft drinks have proved 'ageless' attracting popularity among everyone from children to the elderly. Seniors like them out of a sense of nostalgia, while for the young the... more

Older APAC Consumers. Marketing weary or marketing savvy? Download report.
by Kim Walker 22 April 2010 15:20:48

Marketing to older consumers requires special understanding of their life-stage and mindset. This is revealed in data recently released from Synovate (PAX Q1-Q4'09) covering the markets of Bangkok, Hong Kong, Jakarta, Kuala Lumpur, Manila, Singapore, Taipei, Seoul, Sydney. India, Melbourne.Style is still important, but style without substance, will not sell to an older,... more

Boomer Snack Food
by Kim Walker 22 April 2010 13:54:04

Apparently, Baby Boomers graze for food more often than any other generation. And, to make us feel less guilty about what we're grazing on, Frito will be releasing a succession of "better-for-you" reformulations of its popular chips, according to an article in Ad Age. "As a company which was traditionally focused on a younger person, we're now learning to set our si... more

TV Program Format Modified for Japans Retiring Boomers
by Kim Walker 17 April 2010 18:45:16

TV programs about house makeovers are common but in Japan the 'Before-After' TV program on Channel 10 focusses on "baby boomer" owners whose intention was to make the house they had owned for many years a place they could live out their retirement in style and comfort. This is a change from previous Japanese views on housing renewal - that if your house was old, you pull... more

Poor Retail Experience Drives Women Fashion Shoppers Online
by Kim Walker 06 April 2010 13:59:10

A recent survey in the USA among over 600 smart, successful women 50+ helps understand womens clothes-shopping habits. The results held two big surprises:First was the degree to which Vibrant Women 50+ have already shifted their clothes shopping online. 13% buy clothes ONLY online 2 out of 3 do at least some of their clothes shopping online Second was the degree t... more

Brain Games Store Proves 'Ageless Retail' Concept
by Kim Walker 02 April 2010 12:17:00

Marbles initially targeted baby boomers but the appeal is now spreading. Proving our long held belief that Ageless Marketing can embrace broad age groups. Each product stocked must fit into one of the store's brain development categories, such as memory, coordination and critical thinking. The store is meticulous with product selection, sending buyers to toy fairs around... more

Generation X and Y to fuel post recession recovery? Read with caution!
by Kim Walker 21 March 2010 16:02:07

In the past two recessions, Baby Boomers quickly led the recovery. However, this group has been hit hard by the recession at a point in life when their financial commitments loom large and retirement is on the horizon. Marketers will need to look to the smaller Gen X generation and large Gen Y population to fuel growth in the initial stages of the post-recession recovery.... more

Older Consumers Keep Spending In Australia - download report
by Kim Walker 16 March 2010 15:47:32

A new report published By the Commonwealth Bank in Australia, indicates that older people (aged 65-74 and 75-99) experienced the biggest increases in spend – by 28.2% and 46.8% respectively. Despite this large increase, their payments are relatively small, as there are usually only one or two adults in a household. One of the possible reasons for the increase in exp... more

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