Exam 12: The New Aging Marketplace: Hope or Hype

The marketplace model of older consumers has both strengths and weaknesses. Discuss these and provide examples. Are there any emerging social trends that might exert an influence on marketing to older adults?

According to George and Whitehouse, here is clear empirical support for the efficacy of brain fitness training programs for significantly improving brain health.

Consumers over age 45 comprise what business analyst David Wolfe calls "the new customer majority."

According to the U.S. Department of Labor, careers in aging are expected to be a high-growth area during the next decade. Opportunities for providing services to older people as well as those with disabilities are projected to grow by 74% between 2006 and 2016. What are some of the new or emerging opportunities for providing services to older persons?

The "oldest-old" are more likely to be purchasers of leisure services and retirement housing.

Weintraub claims that the idea of growing older is "repugnant" to the baby boomers. Think about mid-life and older adults you know. Does this generalization ring true to you?

According to Moody and Sood, the Dove campaign called "Pro-Age" focuses on a line of personal care products. This campaign is an example of which kind of age branding?

Furlong asserts that the shared values and attitudes of the boomer generation have "transformed consumer behavior at every stage of life so far, and the next stage will be no exception." Given what you read in Controversy 11 regarding the boomers, as well as the ideas explored by Furlong, do you agree or disagree with this strong statement? Discuss. ?

The older adult market can be differentiated according to distinct segments, whether based on age or other characteristics. These segments include:

Older people tend to think of themselves as younger than their actual age.

Marketing for the drug Viagra is an example of which kind of age branding, according to Moody and Sood?