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

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

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

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

Joanna Lumley Sells Probiotic Drinks To Older Consumers
by Kim Walker 07 April 2010 10:33:35

It mystifies me why Asian probiotic drink brands remain obsessed with kids and ignore opportunity among older consumers. So it was with delight that I saw that Muller in the UK has just hired 64 year old actress Joanna Lumley to front for their Vitality brand yoghurt. The campaign including TV and press broke on April 5th and was "developed to appeal largely to the 55-p... 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

General Mills Sees the Opportunity In Ageing Boomer Market
by Kim Walker 05 March 2010 14:48:24

Aging boomers, the 1 billion consumers globally who are 55 or older, are focused increasingly on health and wellness concerns" said General Mills Chairman and CEO Ken Powell . The company is emphasizing the health benefits of some of its foods and introducing more health oriented offerings and smaller portion sizes, as part of its strategy. General Mills pursuit of t... more

Could iPad and Kindle Be The First Tech Products To Be Propelled By Older, Early Adopters?
by Kim Walker 31 January 2010 16:22:41

The launch of iPad has many speculating about it's impact on older markets, but the impact of e-readers on the older market is already well known. As the chart indicates, already a full 37% of all Kindle users are 55+. Kindle may be the first general purpose technology device in which the early adopter demographic favors the over-54 age bracket instead of the usual 18-34... more

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