Countries covered: United States
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This updated report provides detailed insight into the motivations, aspirations and challenges of the nation's 58 million adults who are 55 and older. The report documents the unprecedented growth of this population group, explains the similarities and differences in its three distinct segments and provides detailed coverage of the surprising consumer behavior of this mostly affluent group. The report includes statistics on wealth, education, marital status, healthcare issues, living arrangements, housing options, travel preferences, media consumption and consumer expenditures in categories ranging from gifts to groceries. Just as important, the report examines the changing values that motivate behavior, as well as the cultural imprinting that serves as cues for reaching different generations of mature consumers. The report also presents examples of advertising campaigns that successfully target their intended mature or senior audiences.
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Additional InformationScope and Methodology
Mature Market Defined as Those Age 55 and Over
Packaged Facts defines the mature market as Americans age 55 and over, who numbered approximately 58 million as of July 1, 1999, representing 21% of the total U.S. population of 272 million. For the purposes of this analysis, Packaged Facts divides ma-ture Americans into three general "lifestage" groups: working mature, age 55–64; young retirees, age 65–79; and elderly, age 80 and older.
Report Methodology
The information contained in this report was obtained from both primary and sec-ondary research. Primary research included informal interviews with industry partici-pants and U.S. Census Bureau officials and analysts. Secondary research included an exhaustive search of government, trade, and consumer publications, newspapers, Web pages, and consumer advertising.
Categories Covered:
- Pre-Retirement (Age 55-64)
- Early Retirement (Age 65-79)
- Elderly (Age 80 And Older)
Issues Addressed:
- Current And Projected Market Growth
- Factors Affecting Market Growth
- Economic Status
- Spending Patterns
- Major Health Issues
- Media Usage
- Internet Activities
- Consumer Behavior By Housing, Food/Beverages, Healthcare Services, Apparel, Vehicles, Financial Services, Gifts, Travel/Entertainment, Funeral Services
Tables & Graphs:
- Projected U.S. Population Growth, 1999-2050
- Annual Household Expenditures
- Percentage In Workforce
- Marital Status By Age
Marketing/Advertising Examples From:
- Pfizer
- Wyeth-Ayerst Pharmaceuticals
- SmithKline Beecham
- The Senior Network
- Kmart
- Rexall Sundown
- Kellogg’s
- Wheaties
- Quaker Oats
- Del Monte
- Folgers
- Maxwell House
- Ensure Sustacal
- Red Lobster
- Olive Garden
- Chevy
- Conseco
- Mastercard
- Charles Schwab
- E*Trade
- AARP’s Visa
- Best Western
- Revlon
- Oil of Olay
Hours of Research:650
- Executive Summary
Scope and Methodology
Mature Market Defined as Those Age 55 and Over
Report Methodology
Demographics
Mature Market Begins at 55
Within Mature Market, Three Distinct Lifestages
Nearly 58 Million Americans Age 55-Plus
Table 1-1: Projected Growth of U.S. Mature Population, 1999-2050 (number): From Age 55 to Age 80+
Through 2050, Mature Population Will Be Fastest-Growing
Geographic Distribution of Mature Population by State
Median Income Averages $32,448 in 1998
Mature Americans Enjoy Higher Living Standards than Any Eld-erly Generation in History
More High School Graduates Among Today's Elderly
College Graduates Also Increasing
Most Elderly Live in Family Setting
Most Americans View Aging in Positive Light
The Market
1999 Market Nears $1.1 Trillion
Housing Is Mature Americans' Top-Spending Category
Figure 1-1: Aggregate Annual Household Expenditures in Se-lected Categories by Mature Americans Age 55+, 1999 (dollars): 10 Categories
Mature Population Growth Is Major Impetus
Boomers Will Continue to Earn and Spend
Americans Age 65-69 Allowed to Work Full-Time Without Sacri-ficing Retirement Benefits
Grandparents a Growing Market Force
Internet May Mean Add-on Sales
Mature Americans As Consumers
Overall Spending Patterns Reflect Lifestyle Changes Associated with Aging
55- to 64-Year-Olds Spend More Than Average in Many Categories
Retiree Spending Reflects the Good Life
Generalizations Cloud Spending Patterns of Those 75-Plus
Aggregate Household Expenditures: Housing Is Top Mature Spending Category
Mature Americans Drive Growth in Many Products and Services
Shopping Patterns Vary by Age and Retirement
Mature Shoppers Rate Certain Stores Highly
Mature Americans' Use of Media
Mature Adults Are Prime Consumers of Media
Television Is Window to World for Oldest Americans
Networks Overlook Older Viewers When Programming TV
Mature Viewers Turing to Cable
Mature Listeners Find Nostalgic Appeal in Radio
Mature-Oriented Magazines Flourishing
Mature Consumers Appreciate Convenience of Home Shopping
Mature Americans Jumping Online
Marketing to Mature Americans
Mature Market Still Not Given Its Due
But Marketers Are Making Progress
Mature Americans a Challenging Target
Maturing Boomers Will Break the Mold
- Demographics
Overview
Mature Market Begins at 55
Within Mature Market, Three Distinct Lifestages
Mature Market Worth Over $1.0 Trillion in 1999
Figure 2-1: Projected Growth of Mature Population, 1999-2050 (number): Age 55-64, Age 65-79, Age 80+
Population
Nearly 58 Million Americans Age 55-Plus
"Working Mature" Includes Those Age 55-64
65- to 79-Year-Olds Are "Young Retirees"
Those 80 and Over Comprise America's Elderly
Table 2-1: Projected Growth of U.S. Mature Population, 1999-2050 (number): From Age 55 to Age 80+
Centenarians On the Rise
Table 2-2: Projected Growth of U.S. Population Age 100 and Older by Gender: Male vs. Female, 1999-2050 (number)
Americans Enjoying Longer Life Expectancy
Through 2050, Mature Population Will Be Fastest-Growing
Table 2-3: Projected Growth of U.S. Population Age 55+ vs. Age Under 18, 1999-2050 (number and percent)
"Lifestage" a More Important Indicator Than Age
Females Increasingly Outnumber Males with Age
Table 2-4: Percentage of Mature Population by Age and Gender, 1999 (number and percent): From Age 55 to Age 80+
Although Whites Dominate, Mature Population Becoming More Diverse with Time
Table 2-5: Mature Americans Age 55+ by Race, 1999 vs. 2004 (percent): 5 Races/Ethnic Groups
Mature Population Spread Out Regionally
Table 2-6: Percentage of Households: By Geographic Distribu-tion and Age of Householder, 1998 (percent): United States, Northeast, Midwest, South, West
Most Populous States Have Most Persons Age 55 and Over
Half of Those Age 65-Plus Concentrated in Handful of States
Geographic Distribution of Mature Population by State
Table 2-7: Geographic Distribution of Mature Population Age 55+ by State, 1998 (percent)
West, Southeast Regions Experience Growth in Elderly Between 1990 and 1998
West, Southeast Regions Will Continue to Grow in Popularity
Mountain States Lead in Growth Projections
Table 2-8: Projected Growth of Mature Population Age 65+ by State, 2000-2025 (number and percent)
Large-Scale Rural Retirement May Prove a Catch-22
By Metro Area, Southern Florida Still Tops
Many Mature Americans Prefer to "Age in Place," But Relocation Also Holds Appeal
Employment and Economic Status
Mature Americans Are Country's Wealthiest Asset Holders
Median Income Averages $32,448 in 1998
27% of Mature Households Earn $50,000 or More
Table 2-9: U.S. Mature Households Age 55+ by Income Level, 1998 (number and percent)
Most Mature Americans Are Homeowners and Mortgage-Free
Table 2-10: Housing Tenure of Mature vs. Overall U.S. House-holds, 1998 (percent): 4 Categories
Empty-Nesters Have More Disposable Income
Mature Americans Enjoy Higher Living Standards than Any Eld-erly Generation in History
Poverty Among the Elderly
Minorities, Women, and Singles Fare Far Worse Than Whites, Married Couples
Women More Dependent Than Men on Social Security
More Mature Ignoring Traditional Retirement Age
More Mature Workers Expected in U.S. Labor Pool
Table 2-11: Percentage of Mature Americans Age 55+: Labor Force Participation by Gender, 1998-2008 (percent)
Americans Age 65-69 Now Allowed to Work Full-Time Without Sacrificing Retirement Benefits
Retirement Patterns Differ Among Occupations
Self-Employment Likely to Increase Among Mature Americans
Women More Likely to Have Pensions in Future
Many Boomers Will Continue Working
Financial Concerns Grow with Age
Boomer Retirement: Who Will Pay?
More Employer-Sponsored Retiree Income in the Future
Economics of Traditional Healthcare, Social Security
Changing Concept of Life Cycles
Education
More High School Graduates Among Today's Elderly
College Graduates Also Increasing
Future Mature Market Growth Supported by Higher Education Levels
Family Status
Most 55- to 64-Year-Olds Married
Table 2-12: Marital Status of Mature Americans by Age, 1998 (percent): From Age 55 to Age 85+, All U.S. 18+
Younger Children Still Present in Some Mature Households
Grandparents a Growing Market Force
Nearly 4 Million Grandparents Find Themselves Raising a Second Generation
Grandparent-Maintained Families Up 76%
Grandparent-Run Families More Likely to Be Poor
Child-Rearing Second Time Around Financially, Emotionally Stressful
Legal Rights Problematic for Custodial Grandparents
One in Five Grandparents Are Step-Grandparents
Living Arrangements
Most Elderly Live in Family Setting
More Elderly Women Than Men Live Alone
Living Alone vs. Loneliness
Mature Americans and Driving: Safety a Major Concern
Health Issues
Aging Accompanied by Physical Changes
Graying Hair, Hair Loss Affects Nearly All Mature Americans
For Women, Menopause Cues End of Youth
For Men, Sexual Function Often Reduced
Half of Elderly Experience Chronic Health Conditions
Major Health Concerns and Conditions Among the Mature and Elderly
Arthritis
Heart Disease
High Blood Pressure
Hearing Loss
Weakening Eyesight
Orthopedic Impairment
Oral Health
Diminished Skin Thickness, Elasticity
Loss of Sensitivity to Touch
Slowed Reflexes, Mental Agility
Depression
Alzheimer's Disease
Prostate Cancer
Exercise More Important Than Ever, But More Challenging to Older Bodies
Medical Costs Skyrocket for Older Americans
Care for the Elderly Often Falls on Family
Nursing Home Care Costly, Fraught with Red Tape
Home Healthcare, Hospice Care Growing
New Drug Therapies Abound, But Geriatric Medication a Complex Field
Better Health Through Technology for Tomorrow's Elderly
Technological Advancements Increase Elderly Independence
Psychographics
Mature Market Segmented by Age, Generational Experiences
Three Distinct Age Segments
Working Mature
Young Retirees
Elderly
Other Experts Segment Market Differently
Mature Americans Also Segmented by Birth Cohorts
The Four Birth Cohorts
Elderly Stereotypes Based on Depression Cohort
World War II Segment United by War, Victory
Post-War Cohort: Bridge to the Baby Boom
Here They Come: Boomers I Represent First Wave
Mature Americans, Especially Women, Concerned with Appearance
Men Also Find Aging Stressful
Mature Mindset: Think Ten Years Younger
Later Years a Time for Fulfillment
Seniors Gaining in Computer Savvy
Seniors Give Time, Money to Charity
With Maturity Comes Wisdom
Mature Consumers Driven by Internal, Not External Motivators
Most Americans View Aging in Positive Light
- The Market
Market Size and Growth
1999 Market Nears $1.1 Trillion
Market Has Grown More Than 20% Since 1995
Table 3-1: Estimated Size of Mature Market by Age Group, 1999 (# of households, average after-tax income, total income): From Age 55 to Age 75+
Bulk of Mature Wealth Is in Under-65 Segment
Figure 3-1: Share of Mature Market by Age Group, 1999 (percent): Age 55-64, Age 65-74, Age 75+
Americans 65-74 Have $303 Billion in Aggregate Income
Americans 75 and Over Worth $209 Billion
Table 3-2: Growth of Mature Market by Age Group, 1995-1999 (dollars): From Age 55 to Age 75+
Housing Is Mature Americans' Top-Spending Category
Figure 3-2: Aggregate Annual Household Expenditures in Selected Categories by Mature Americans Age 55+, 1999 (dollars): 10 Categories
Four-Fifths of U.S. Assets in Mature Hands
Table 3-3: Percent Owning and Median Value of Selected Assets by Age of Householder, 1993 (percent): Motor Vehicles, Homes, Interest-Bearing Accounts, IRA/KEOGH, Stocks/Mutual Fund Shares
Factors to Market Growth
Mature Population Growth Is Major Impetus
Figure 3-3: Mature Population by Age Group: 1999 vs. 2004 (number): Age 55-64, Age 65-79, Age 80+
Boomers Will Continue to Earn and Spend
Mature American Investment Income Likely to Grow
Figure 3-4: Average Household Income from Investments: Mature vs. All U.S. Households, 1998 (dollars): Age 55-64, Age 65-74, Age 75+, All Households
World War II and Post-War Americans Replacing Depression-Era Seniors
Congress Likely to Amend Social Security and Medicare
Americans Age 65-69 Allowed to Work Full-Time Without Sacrificing Retirement Benefits
More Employer-Sponsored Retiree Income in the Future
Mature Homeowners Cashing in on Their Homes
Grandparents a Growing Market Force
Internet May Mean Add-on Sales
Figure 3-5: Aggregate Income of Mature Americans Age 55+, 1999-2004 (dollars)
Projected Market Growth
Market to Grow 29% in Next Five Years
Table 3-4: Projected Growth of Mature Market Age 55+, 1995-2004 (dollars): Number of Households, Average Household Income, Aggregate Income
- Mature Americans As Consumers
Spending on Consumer Products and Services
Notes on Consumer Expenditure Survey Data
Overall Spending Patterns Reflect Lifestyle Changes Associated with Aging
55- to 64-Year-Olds Spend More Than Average in Many Categories
Group Spending Reflects "Split Personality" of Eisenhower Generation
Retiree Spending Reflects the Good Life
Generalizations Cloud Spending Patterns of Those 75-Plus
Elderly Spend Disproportionately on Healthcare
...And on Cash Gifts
…and on Personal Care
But Financial Concerns Moderate Senior Spending
Aggregate Household Expenditures: Housing Is Top Mature Spending Category
Mature Americans Drive Growth in Many Products and Services
Table 4-1: Average Annual Household Expenditures by Mature Americans: By Age of Householder, 1998 (dollars): 15 Categories
Table 4-2: Aggregate Annual Household Expenditures on Selected Items by Mature Americans, 1998 (dollars): 15 Categories
Mature Consumers of Housing
Plenty of Choices
Why Mature Americans Relocate
Two Age Distinctions in Active Senior Communities
Housing Developers Rethinking the Market
Lower-Cost Housing Options
Attached Housing and "Seniors-Only" Apartments
Mobile Home Communities
ECHO Housing
Other Types of Senior Housing Are Service-Oriented
Assisted Living Industry Responding to America's Growing Need for Long-Term Care
Lifecare and Continuing Care Communities
Senior Short-Term Housing
Housing-Related Service Costs Rise with Age
Table 4-3: Average Household Expenditures by Mature Americans on Household Operations: By Age of Householder, 1998 (dollars): 5 Categories
Mature Consumers of Food & Beverages
An $86 Billion Category
Table 4-4: Average Household Expenditures by Mature Americans on Food Eaten at Home: By Age of Householder, 1998 (dollars): 16 Categories
Mature a Key Market for Nutritional Supplements
Table 4-5: Average Household Expenditures by Mature Americans on Non-Prescription Vitamins: By Age of Householder, 1998 (dollars)
Mature Consumers Enjoy Eating Out
Mature Consumers Like to Eat Out with Grandkids
Mature Consumers of Healthcare Services
A $92 Billion Market
Table 4-6: Average Household Expenditures by Mature Americans on Healthcare: By Age of Householder, 1998 (dollars): 8 Categories
Where Senior Healthcare Dollars Go
Medicare Not All-Inclusive
Congress Considers Strengthening Medicare
HMOs Reconsider Medicare Market
HMOs Scrambling to Accommodate Aging Boomers
Trusted Physician Important to Mature Healthcare Consumers
Prescription Drugs for the Mature a $20 Billion Market
Mature Consumers of Apparel
Clothing Draws Lukewarm Response from Mature Consumers
Table 4-7: Average Household Expenditures by Mature Americans on Apparel: By Age of Householder, 1998 (dollars): 5 Categories
Body Proportions, Tastes Change with Age
Apparel Purveyors May Be Missing the Boat
Mature Consumers of Vehicles
Consumers Age 55-64 Spend More Than Average on New Vehicles; Motorcycles Big with Those Age 65-74
Table 4-8: Average Household Expenditures by Mature Americans on Vehicles: By Age of Householder, 1998 (dollars): 6 Categories
New J.D. Power Study Sheds Light on Car Buyers Over 50
Mature Consumers of Financial Services
Mature Adults Outspend Other Age Groups Across Most Financial Categories
Table 4-9: Average Household Expenditures by Mature Americans on Financial Services: By Age of Householder, 1998 (dollars): 3 Categories
Mature Consumers the Largest Beneficiaries of Investment Income
Table 4-10: Average Household Income from Investments: By Age of Householder, 1998 (dollars): 4 Categories
Figure 4-1: Average Household Income from Investments: Mature vs. All U.S. Households, 1998 (dollars): Age 55-64, Age 65-74, Age 75+, All Households
Age Wave Statistics Confirm Mature Wealth
Where Mature Americans Invest Their Money
What the Over-60 Crowd Is Doing About Their Finances
Differences Among Upscale Financial Service Consumers
Insurance Industry Developing New Lifecycle Models
Marketers of Financial Services Emphasize "Nest-Egg Management" for the Mature
Over-50 Crowd Represents Half of U.S. Credit Card Holders
Mature Consumers of Gifts
Mature Americans Age 55-64 Second Only to Boomers in Expenditures on Gifts
Table 4-11: Average Household Expenditures by Mature Americans on Gifts: By Age of Householder, 1998 (dollars): 8 Categories
Grandchildren Are Major Recipients of Mature Largesse
Elderly Give Cash Instead of Goods and Services
Mature Consumers of Household Furnishings and Equipment
Mature Consumers Spend More Than Average Across Most Household Categories
Mature Americans Age 55-64 Spend More Than Average on Computers
Table 4-12: Average Household Expenditures by Mature Americans on Household Furnishings and Equipment: By Age of Householder, 1998 (dollars): 10 Categories
Assistive Living Products Moving Into Mainstream
User-Friendly Utilities Extend to Computer Devices
Mature Consumers of Travel and Entertainment
Mature Americans Age 55-65 Spend More Than Average Across All Travel Categories
Table 4-13: Average Travel-Related Household Expenditures by Mature Americans: By Age of Householder, 1998 (dollars): 4 Categories
More Detailed Data Suggest a $37 Billion Mature Travel Market
Table 4-14: Aggregate Travel-Related Household Expenditures by Mature Americans: By Age of Householder, 1998 (dollars): 9 Categories
Travel One of Few Industries to Court Mature Consumers
Mature Travelers Outspend Younger Counterparts
Group Travel and All-Inclusive Packages Preferred
Cruises Also Popular
New Learning Experiences, Security, and Reliability Are Key Travel Appeals
Adventure Travel Continues to Enjoy Strong Draw Among Mature Americans
Trips with Grandkids
Mature Travel Opportunities, Deals Abound on Internet
Pre-Retirees Spend Disproportionately on Entertainment
Table 4-15: Average Household Expenditures by Mature Americans on Entertainment: By Age of Householder, 1998 (dollars): 10 Categories
Mature Americans Big on Sports and Fitness
Indoor Activities Hold Increasing Appeal
Mature Consumers of Funeral Services
Mature Spend Most on Burial and Funeral Services
Table 4-16: Average Household Expenditures by Mature Americans on Funeral Expenses: By Age of Householder, 1998 (dollars): 2 Categories
Growth in Mature Population Means Growth in Funeral Services Industry
More Consumers Choosing Cremation
More Boomers Opt for Direct Casket Purchase
Funeral Service Trends
Shopping Patterns
Mature Consumers Have Mixed Emotions About Shopping
Older Consumers Shop Less
Boomers May Change Things, However
Shopping Patterns Vary by Age and Retirement
Service an Important Part of Value
Personal Relationships Important to Mature Customers
Small Indulgences Appreciated
Mature Americans Not Averse to Switching Brands
Over One-Third of Catalog Shoppers Are Over 50
Mature Americans Already Shopping the Net
At the Retail Level
Most Stores Still Not Cashing in on Over-55 Crowd
Mature Shoppers Value Different Qualities in Retailer
Qualities That Appeal to Mature Shoppers Also Appreciated by Shoppers in General
Proper Use of Lighting and Signage Is Essential
Senior Discounts Not the Draw Many Think
Mature Shoppers Rate Certain Stores Highly
Drugstores Score Big with Mature Consumers, and Not Just for Pharmaceuticals
Appealing to Older Shoppers
Drug Chains Wooing Mature Market
Online Drugstores
Discount Stores Emphasize Value, Amenities
Wal-Mart's Appeal More Organic
Kmart and Senior Network Join Forces
Grocers Move to Accommodate Older Consumers
What Mature Shoppers Value in Grocery Stores
Grocers Capitalize on Home Meal Replacements
Grandparents "R" Us
Retailer Trend Profile: Overseas Adventure Travel
Direct Marketing Gives Travelers a Taste of Adventure
Trips Rated According to Degree of Difficulty
Travelers Can Extend Their Stay
Retailer Trend Profile: Yes I Can, "The Store Where Anything Is Possible"
- Mature Americans' Use of Media
Overview
Mature Adults Are Prime Consumers of Media
Television
Television Is Window to World for Oldest Americans
News, Movies, Sports Most Frequently Watched
Mature Viewers Enjoy Classic Themes
Networks Overlook Older Viewers When Programming TV
Networks Charge More for Younger-Skewing Shows
Mature Network Viewers Favor CBS
CBS Airs Nine of Top Ten Favorite Shows
Advertisers Aiming at Smaller Target
Advertisers Believe Mature Viewers Are Watching Anyway
"Entrenched Stereotypes" Hard to Dispel
Mature Americans Do Try New Brands
Mature Consumers Represent 20-Plus Year Income Stream
Broad Age Definitions by Networks Ineffective
Mature Viewers Turing to Cable
Leading Cable Channels Include Financial, Classic Programming
A&E and History Channel Offer Mature-Friendly Programming
Radio
Three-Quarters of Mature Americans Listen Daily
Mature Listeners Find Nostalgic Appeal in Radio
Mature Listeners Head to the Country
Chicago-Area Station Finds Success with Oldies Mix
Print
Older Americans Are Avid Readers
Older Consumers Trust Print Ads the Most
Mature-Oriented Magazines Flourishing
Various Organizations Publish Magazines for Mature Readers
Some Publishers Offer Mature Versions
Best-Known Mature Magazine Is Modern Maturity
Reader's Digest Targets Mature Readers
Women Over 40 Want more
Kiplinger's Retirement Report
Direct Mail
Mature Consumers Appreciate Convenience of Home Shopping
Aging Boomers Want Style, Ease
Mature Shoppers Prefer Upscale, Interest-Driven Catalogs
Catalog Marketers Clamor for Lists
Mature Consumers Read Direct Mail
Salutations Important to Older Readers
Newsletter Format Adds Value to Mailings
Several Tries May Be Needed
Carol Wright Gets Facelift
Senior Mail Delivers to Mature Readers
Electronic Media
Mature Americans Jumping Online
Mature Consumers Are Heavier Internet Users
Favorite Sites of Older Americans
Internet Inspires Drive Towards Integrated Media
Mature Adults Use Computers for Practical Activities
Internet a Tool, Not a Toy
Eye on Net-Savvy Seniors
SeniorNet: An Electronic Forum for the Mature Market
AARP Offers Informative Website
Seniors Enjoy Ease of WebTV
Online Media Set to Boom
- Marketing To Mature Americans
Marketing Fundamentals
Mature Market Still Not Given Its Due
But Marketers Are Making Progress
Inclusive Approach Is More Effective
Cohorts—Not Age Groups
Lifestage Matrix Marketing's Four Birth Cohorts
Center for Mature Consumer Studies Casts Another Light on Cohorts
Five Key Values Drive Mature Consumer Behavior
Autonomy and Self-Sufficiency
Social and Spiritual Connectedness
Altruism
Personal Growth
Revitalization
Classic McDonald's Ad Hits the Mark
Delivering Intended Message Calls for Finesse
Ads Reflecting Mature Values Need Not Picture Target Audience at All
Over-Reliance on Grandparenting Theme Can Cause Ad to Get Lost in the Clutter
Effective Images Speak Volumes
"Timeless" Connotations Hold Strong Appeal
Humor in Advertising: Avoid Negative Stereotypes; Gentle Approach Plays Best
Mature Adults Appreciate Contemporary Role Models
Mature Market Likely to Resist Pat Labels
Slang Is Out, Good Grammar Is In
Building Relationships Is Important
Slower-Paced Commercials Better Suited to Mature Audiences
… Yet Mature Will Work to Understand Ads
Maturing Boomers Will Break the Mold
Mature Americans a Challenging Target
Examples of Advertising
Examples of Advertising: Housing
Lifestyle Focus Is Major Appeal
The Villages Offers "Millionaire Lifestyle" on Fixed Income
Oak Run Tells Retirees, "Your Best Is Yet to Come!"
Plantation at Leesburg Emphasizes Value
Malta Park Relieves Worried Minds
States and Cities Also Court Retirees
Examples of Advertising: Healthcare Services
Budget Reconciliation Act Puts Damper on National Health Plan Advertising
Pharmaceutical Companies Target Mature Consumers
A Wide Variety of Drugs Advertised
Autonomy, Social Connectedness Are Major Themes
Recent Viagra Ads More Product-Focused
Senior Network, Kmart Team Up for Diabetes Education
Rexall Sundown Positions Osteo-Bi-Flex as Part of Healthy, Active Lifestyle
Examples of Advertising: Food and Beverages
General-Market Advertising Inclusive of Mature
Kellogg's Advertising Spans Generations
Arnold Palmer a Spokesman for Wheaties
Quaker Oats Also Does Well with Mature Audience
Del Monte Emphasizes Packaging
Folgers and Maxwell House Target Mature Consumers
Ensure Withstands Critics, Takes Multi-Generational Approach
Milk Scores Big with Humorous Spot
Red Lobster and Olive Garden Appeal to All Ages
Examples of Advertising: Automobiles
Few Memorable Ads in Recent Years
Chevy Suburban Ads Pack Nostalgia Appeal
How Saturn Established Itself Among Mature Consumers
Nissan Banks on Mature Consumer Values
Examples of Advertising: Financial Services
Peace of Mind a Common Theme
Conseco Addresses Concern for Surviving Family Members
Other Marketers Touch Upon Altruistic Concerns
MasterCard Advertising Reflects Mature Values
Charles Schwab Advertising Appeals to Boomers
Lincoln Financial Group Also Targets Boomers
E*Trade Focuses on Fun
AARP's Visa Card Offers Connections
Examples of Advertising: Travel and Entertainment
Mature Consumers a Key Target Market
Overseas Adventure's Catalogs Are Effective
Best Western Emphasizes Joy of Travel from Mature Perspective
Holland America Advertises Luxury Cruises
Value a Heavily Featured Theme
Auto Rental Ads Feature Active Mature
Few Other Entertainment Companies Target Mature on National Scale
Examples of Advertising: Personal Care Products
Cybil Shepherd Touts Revlon's Ultima II
Oil of Olay Promises "Lifetime of Beautiful Skin"
Comfort Bath Marketer Includes, Doesn't Target, Mature
Autonomy and Self-Sufficiency Themes Help to Warm Mature Consumers to Assistive Listening Devices
Appendix I: Advertisements. This appendix appears in bound editions only.
Appendix II: Addresses of Selected Marketers
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