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The Senior Market: Opportunity Or Oxymoron?, Darach Turley

Articles

The “senior market” – males and females of 65 and over – is of enormous size and growth potential worldwide and commands sizeable financial resources. Yet stereotypical thinking abounds when it comes to this senior market: over 65s are too “rigid” to innovate; they lack spending power; it is inappropriate to segment this apparently homogeneous market. However, recent research is indicating that the opposite is in fact the case. Despite this evidence, few firms appear to operate the marketing concept in a comprehensive fashion for older consumers; their response is at best lacklustre, at worst denigratory. This article attempts to …