Journal of Consumer Marketing: Volume 14 Issue 4

Marketplace 2000: riding the wave of population change

Maddy Kent Dychtwald

Discusses three demographic currents in the shift from a youth‐oriented, to a middle‐aged mature society in the USA. This shift ‐ the Age Wave ‐ is based on the fact that the…

Aging consumers and their effects on the marketplace

Richard C. Leventhal

The first of approximately 77 million baby boomers turned 50 in 1996 and this signaled the start of what is to become one of the greatest marketing movements ever seen in the USA…

Targeting the mature market: opportunities and challenges

George P. Moschis, Euehun Lee, Anil Mathur

Points out that the aging population has captured the attention of marketers, but that many companies are still uncertain as to whether they should, or how they should, go about…

Older markets and the new marketing paradigm

David B. Wolfe

Highlights the general inattention to human development in marketing research and practice, especially in research and marketing concerned with older consumers. Describes a new…

Smashing old stereotypes of 50‐plus America

Cary Silvers

Highlights the fact that most marketing efforts are still aimed at consumers aged under 50, though those older than this comprise one‐third of the adult US market. Reports on…

Creative strategies for connecting with mature individuals

John Nielson, Kathy Curry

Marketers and advertisers have ignored the individuality and diversity of older consumers. Communicating, developing relationships and building loyalty with mature individuals is…