|
Published by: Kalorama Information
Published: Jul. 1, 1996 - 126 Pages Now 50% off the original sale price of $3,250.
Table of Contents
Chapter One: Executive Summary
A Booming Mature Market
Population Size and Growth
- More People Ages 65 and Over
- Greater Range of People Considered Mature
Quality of Life for Older People
The Message for Marketers
The Second Middle Age
The Baby Boomer Cohort
- A Shift In Dominant Cohorts
- Cohort Group Analysis
- The Boomer Cohort
Marketing to Mature Boomers
- A Changing Concept of Youth
Anticipating the Mature Market
- The Consumer Expenditure Survey
- Income
- Net Worth
- Spending
- Per Capita Expenditures
- Disposable Income
- Retirement and Discretionary Income
Will the Boomers Save in Future?
- Will the Boomers Be Able to Retire?
- The Consequence of Corporate Downsizing
The Effects of the Boomers Turning 50 on Selected Markets
Methodology
Chapter Two: The New Growth Market Begins: The Boomers Turn 50
A Booming Mature Market
- Population Size and Growth
- Coming Increase in the Oldest Age Groups
- Reasons for the Pyramid Squaring
- The Exponential Effect of the Baby Boom Generation
- Longer Life Expectancy
The Composition of A Growing Mature Market
- More People Ages 65 and Over
- Greater Range of People Considered Mature
- Quality of Life for Older People
- The Second Middle Age
Recognizing Two Groups in the Mature Population
- Functioning Is More Important than Chronological Age
- The Message for Marketers
- Redesigning for New Times
The Nation in the 21st Century: An Older Country
- Variable #1: The Elasticity of Aging
- Variable # 2: Rising Average Life Expectancy
- Variable # 3: Another Youth Wave?
Chapter Three: The Baby Boomer Cohort
A Shift In Dominant Cohorts
Cohort Group Analysis
- What Is a Cohort?
- Understanding Cohort Effects
Life Cycle Analysis
- Greater Individualism as People Age
The Six Cohorts
The Boomer Cohort
Formative Influences
- Postwar Optimism of the 1950s and the 1960s
- The 1970s
- The Sexual Revolution
- Turning On and Dropping Out
- Education
- Interest in the Outdoors
- Interest in Healthy Food and Alternative Health Care
Putting it All Together
- Comparing Saving Patterns Among Cohorts
- The Depression Cohort
- The Boomer Cohort
Ben & Jerry's Homemade: A Case Study in Boomer Entrepreneurship
- Founding Ben & Jerry's
- Ethics Was Good for the Business
- Attack in the Business Press
- Ben and Jerry Did Well by Doing Good
Chapter Four: Marketing To Mature Boomers
Advertising and Positioning
- A Changing Concept of Youth
- Repositioning Products for Greater Appeal
Few Marketers Are Prepared
- Media
- Television
- Radio
- Print Media
- Online Services
Marketing to the Mature Audience
- Psychographic Study
- Mature Healthcare Consumers
- Mature Food Consumers
- Self-Image Among the Mature Population
Chapter Five: Anticipating The Mature Market
The Consumer Expenditure Survey
- Income
- Net Worth
- Spending
- Per Capita Expenditures
- Disposable Income
Spending by Category
- Housing
- Transportation
- Food
- Apparel
- Entertainment
- Health Care
Anticipating the Boomers' Retirement Years
- Retirement and Discretionary Income
- Will the Boomers Save in Future?
- Gains in the Real Estate Market
- Pension Coverage
- Will the Boomers Be Able to Retire?
- The Consequence of Corporate Downsizing
- The Retirement Gap
- Professional Assistance for Younger Retirees
- Successfully Crossing the Retirement Gap
Chapter Six: Profiles Of Selected Markets
Financial Services
- Market Description
- Investing for Retirement
- Driving Force Behind Stock Market Growth
- Concern About Retirement
- Savings
- Social Security and Pensions
- U.S. Trust Survey of Affluent Americans
- Household Net Worth
- Inheritance
- Marketing Financial Services to Boomers
- Dependent on Financial Advice
- Dislike of the Banking Industry
- Catering to Boomer Characteristics
- Successful Advertising Campaigns
Fitness
- Market Description
- Trends
- Soft Exercise
- Walking
- Strength Training and Other Aerobic Exercise
- Health Clubs
- The Physical Fitness Products Market
- Equipment
- Nordic Track
- Best Products and Vitamaster
- The Market for Athletic Shoes
- The Health Care Market
- Debunking the Myths About Aging
- Interest in Alternative Medicine
- Health Care vs. Disease Care
- Less Catastrophic Illness Can Still be Disabling
Food
- Market Description
- Food Spending by Older Households
- Food Away from Home
- Food at Home
- Changing Tastes and Needs in Food and Beverages
- Beverage Consumption Patterns
- Interest in Healthful Foods
- Continuing Interest in Convenience Foods
- Marketing Food Products to the Boomers
Travel
- Market Description
- Family Travel
- Higher Spending Among Mature Travelers
- Profile of the Family Traveler
- A Promising Market for Outdoor and Adventure Travel
- Packaging Tours for Older Consumers
Beauty Products
- Market Description
- Trends
- The Skin Care Market
- Skin Care Technology and Ingredients
- Sun Care Products
- Skin Care Products Targeted to Older Consumers
- The Hair Coloring Market
- The Market for Men's Health and Beauty Aids
- Marketing to Aging Baby Boomers
Company Names And Addresses
AbstractBorn between 1946 and 1964, the boomers will be the base for the largest mature market in history, with more than $1 trillion in spending power. This Kalorama Information report examines the market in both demographic and psycho graphic terms. This cohort has initiated massive change as it arrived at each new stage of life, while generating huge demand for products and other services befitting that stage. Included in this detailed report are profiles of industries that are particularly important to the mature market.
Get Full Details About This Report >>
|
