This morning on MediaPost - from a recent Yankelovich monitor study
First, it is presumed that brand choices are pretty much fixed for the 50-plus group. So, marketing to older consumers is thought to be unproductive, if not pointless, because they are unlikely to switch or try anything new.
Second, it is assumed that older people without children living at home won't spend as much because the needs of their households are not as great. Without kids to buy or save for, older people aren't thought to be shoppers worth the marketing expense.
Finally, it is believed that the shopping interests of older consumers are narrower and focused mostly on products and services to fix the ills and ailments of old age.
Some of us Marketers need to pick up a book by - Ken Dychtwald or Maddy Dychtwald. Age Wave LLC presents a perspective on the deep pockets and spending potential of the Baby Boomer Generation.
