During the next two decades older consumers will be the primary drivers of consumer expenditure in Asia Pacific, Europe and the US. Older people have one thing in common – they are all experiencing physical ageing that will profoundly influence what and how they purchase.
This book is the most comprehensive account of how the ageing of the consumers’ minds, bodies and senses impacts all of the touchpoints in the customer journey. All facets of digital communications, product and channel design through to post sales support are affected.
Marketing to the Ageing Consumer provides companies with the tools and knowledge to profit from population ageing.
Rarely does a book receive glowing accolades from both prominent academics and from business leaders. One advertising network CEO said the book provided “A wealth of insights that the youthful communications industry needs to listen to and act on …”
In this video the authors explain why they wrote the book and what they intended to achieve.
Marketing to the Ageing Consumer is unique. Loaded with practical advice and examples, this book has become the essential guide for marketing practitioners to unlock the full potential of their ageing customers.
Don’t take our word for it
Prof David GraysonCBE Director of the Doughty Centre for Corporate Responsibility, Cranfield School of Management
Marketing to the Ageing Consumer is a timely offer not to be missed. Their work is an indispensable business guide to marketing to the ageing consumer.
Neil BarrieGlobal Planning Director, TBWA\Chiat Day Los Angeles
Population ageing will soon equal sustainability as a global trend that the corporate world must understand and devise policies to embrace. Becoming age-friendly makes business sense and is the right thing to do.
Alex BatchelorChief Operating Officer, BrainJuicer
Dick Stroud and Kim Walker’s work is thorough, insightful and backed by both empirical evidence and an instinctive understanding of the various types of character in this age group.
Professor Malcolm McDonaldEmeritus Professor, Cranfield School of Management
We are getting old – and we are all in a state of denial about the physiological and practical impact. Companies wanting wanting to grasp the opportunities that demographic change represents, have an essential tool in the “age-friendliness” framework outlined in this book. Read it and prepare for the future.
Jo RigbyGlobal Insight Director, Omnicom Media Group
Marketing to the Ageing Consumer powerfully points out the lost profit opportunities for companies that fail to appreciate the enormous purchasing power of older consumers and to understand their needs.
Dominic ProctorPresident, GroupM Global
As the world's population of over 60's doubles by 2030 and almost trebles by 2050, societies will need new coping mechanisms, and companies will need to adapt to a big shift in the structure of their consumer markets. Dick Stroud and Kim Walker take an important and innovative approach to show why and how.
Chris KayeHead of Insurance, Asia Pacific, The Boston Consulting Group
Being somebody who is (very) firmly in the 50+ bracket I have a clear sense of how , and how not , to be marketed to. This book will be of great value to anybody who wants to reach me.
Professor Christopher Pissarides London School of Economics, Nobel laureate in Economic Sciences, 2010
This book provides a wealth of insights that the youthful communications industry needs to listen to and act on – because there is a wealth of opportunity to shape how our businesses and brands behave towards what will be an ever increasing and more valuable market…….this book can be your guide.