The Aging Consumer: What′s all the Fuss About Anyway?

Argues that marketers must consider more than ever the aging consumer. Considers the three demographic issues which must be taken into account before a strategy can be developed: first, stereotypes regarding the aging consumer must be disregarded; second, the aging consumer is not an isolated entity; and third, the aging consumer of the future will be very different from the aging consumer of today. Examines issues such as segmentation by age, marital status, buying power, changes in the work ethic, health, all of which have implications for the marketer.