They see themselves as young’: The market addressing the older consumer

Abstract

‘We now have a window of opportunity to address the older consumers’, declared an informant at an advertising agency specializing in this consumer group. He stressed that this chance was of immediate interest, since the demographic and economic situation in Western societies now has brought about a large, wealthy cohort of conceivable consumers. Tomorrow, this may not be the case - just as previously older consumers have not been as attractive a target for producers of merchandise and services.