So I read Barron's Financial Weekly, hoping to get a leg up on the investment community. This weekend, there was a great article about aging consumers, that I felt marketing professionals could benefit. Here is a re-cap:

There are 78 million baby boomers, and they are collectively richer than any group in history. The 50+ crowd controls 50% of US discretionary income, and have 65% of America's household worth.

They are known as a fickle, self-centered, and a "live in the present/ instant gratification" group.

OUT:
- Senior Citizen
- Golden Years
- Sunset Years
- Geritol Junkies
- Retirees
- The Aging

IN:
- Older Boomers (50-61)
- Active Matures (62-75)
- Aging Consumers

For other markets, we talk about advergames, but for Aging Consumers, I learned a new term: "braintainment" i.e. Sudoku, Brain Age, etc.

Other terms taken from the article:
- Active Adult (specifically for communities)
- Un-retirement
- Re-hirement
- Re-firement (not sure what this means)

In anycase, food for thought. Posted by: Andy at 9:12 AM  |  Permalink