Smashing old stereotypes of 50-plus America

Author: Silvers, Cary

Source: Journal of Consumer Marketing, Volume 14, Number 4, 1997 , pp. 303-309(7)

Publisher: Emerald Group Publishing Limited

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Abstract:

Highlights the fact that most marketing efforts are still aimed at consumers aged under 50, though those older than this comprise one-third of the adult US market. Reports on research that aimed to define the 50-plus market in terms of major life events, suggesting that these influence how individuals approach the marketplace. Outlines seven distinct consumer profiles.

Keywords: Age Groups; Market Segmentation; Older Consumers; Target Marketing

Document Type: Research article

Publication date: 1997-04-01