After baby boom fifty market mature redefine will
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Baby boomers are an incredibly lucrative market. But in their rush to appeal to youth, many companies have lost contact with baby boomers as they mature.
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fifties, sixties, marketing, baby boomers, older consumers. $, After Fifty by Leslie M. Harris How the Baby Boom Will Redefine the Mature Market $
Mature Markets/Baby Boomers
Description:Youth rules, so ageism is rife. There is absolutely nothing in the world but youth! Soon the plus age group will make up the majority of consumers - and what will the admen do then? Professor Richard Scase of Kent University, one of the co-authors of the study produced for the Government's Economic and Social Research Council, says fiftysomethings are 'adopting more self-focused hedonistic attitudes as they imitate younger ways of living - they expect to retire in their fifties and have another 30 years ahead of them. At the same time as becoming jaded consumers, many in the plus group, by choice or circumstance, are marginalised in the workplace and find themselves divorced from what are supposed to be the driving forces in a capitalist society - power and status. We already have 'format fatigue', moving, in music for example, from vinyl to cassette, to CD and then finally losing interest.