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

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

by Dick Stroud (Author)

  • Used

    Hardcover 2005

    $5.35
Synopsis

Explores how leading marketing practitioners are dealing with the 'ageing' of Europe's consumers. Using first hand research the key conclusion holds that in marketing and demographic terms the future is age-neutral and that the same marketing rules apply to the over-50s as to the rest of the population. There has, in recent years, been a steady increase in the number of wealthy adults over the age of 50. It is now the over-50s who have the money to spend on new products, although many marketers have failed to realize this. A large part of the marketing world is institutionally ageist - favouring a predominantly 'young' or 'old' approach in devising their marketing strategies depending upon their perception of their target markets. This approach must change - marketers must develop more sophisticated approaches - in essence, marketers must now embrace the concept of age-neutral marketing. This strategic change will be very much to their advantage. If they continue to fail to recognize the importance of the over-50s age group, then they will be disregarding a very large sector of their age-neutral market.

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More Information

Format: Hardcover
 Pages: 320
 Publisher: Kogan Page
Published: 03 Oct 2005
ISBN 10: 0749442581
ISBN 13: 9780749442583
Book Overview: Challenges some fundamental assumptions made by the marketing profession Analyses every aspect of the over-50s market, demonstrating why the same age-neutral rules apply here as well as with the younger generations. Based on first-hand research by leading marketing research agency OMD Packed with analysis, warnings and tips of value to everyone working in a marketing environment

Media Reviews
A thoughtful, well-researched and thorough exploration of the 50-plus market. Media Week Uses first-hand research to prove that the same marketing rules apply to the over-50s as to the rest of the population. In-Store Magazine The over 50s are not a niche market - they account for 40% of the UK's adult population. Brand Republic Stroud argues that not only are the assumptions we make about the older age groups inaccurate, but by ignoring them we miss out on one of the greatest ever target group bonanzas. Marketing Stroud argues persuasively for 'age-neutral' advertising and for businesses to study the 50-plus market and find out where they are missing potential revenue. Director Ushers in the era of age-neutral marketing... compelling. European Business Takes stock of the marketing approach to the seniors market. EFMA Magazine An unusual book, which addresses and challenges stereotypes, prejudices and assumptions in the marketing industry. Professional Manager The most thorough and comprehensive analysis of this market published to date. Journal of Direct, Data and Digital Marketing Practice A persuasive argument that fundamental change is needed to shake marketers from their comfort zone, one that leaves them unwilling to explore a new model that includes older consumers in their sales planning. Forbes online Uses original research from OMD, the second largest media communications specialist in the world, to dispel the myths and explain the truths of marketing to the over 50s. European Foundation for Management Development Will help you from research, planning and creative perspectives right through to implementation. What it does in the main is dispel the view that marketing to the young is the only profitable route. Enterprise Enfield 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. Midwest Book Review A wake up call to marketers to respond to the demographic and economic changes that will shape business success in many industries. All About Branding Explores why the 50-plus market is both important and valuable Journal of Economic Literature Successfully examines a market that has been overlooked as a result of decades-old myths, lack of research, and the narcissistic, youth-oriented makeup of the advertising industry. This is an excellent book for companies looking to stay ahead of an inevitable demographic change instead of being swamped by it. Strategy & Business Shows why marketers can no longer ignore the inevitable consequences of demographic and economic change. Abstracts of Public Administration, Development and the Environment In his book, Stroud describes this 2.5 million contingent as the charmed generation , and his research shows that they are among the top spenders on luxury goods and services Marketing Age, Winter 2007 Filled with strategies and statistics, the book offers valuable advice for reaching this lucrative market Choice, December 2007
Author Bio
Dick Stroud is the managing director of 20 plus 30, a marketing strategy consultancy that advises companies about the business implications of population aging. He is the UK's leading expert on using interactive channels to communicate with the over-50s market. Dick is a regular conference speaker and writer on the subject of 50 plus marketing.