Ageism in America
This study comprehensively documents the experience and challenges of aging in America. It also clearly lays out the opportunities for marketers in this expanding group:
There are currently 76 million aging baby boomers …and experts are developing new insights into how to reach the mature market. Products targeting baby boomers are set to become the next big ad category in the coming years. Workshops, websites, and how-to books abound on reaching the mature market. In the new marketing environment, successful marketers will need to understand older consumers’ needs and aspirations and include more realistic images of older persons across all media. The sheer numbers and wealth of the next generation of older persons demand no less.
