Development of the Generation 50plus
von
Kristin Klebl
The phenomenon of radical
demographic revolution taking place in industrial countries is about to change
the age structure drastically. The German population is increasingly ageing
and will consist of more old people than younger people in the very near future.
In conjunction with the rising expectancy of life, the today's Generation 50plus
and their values and needs have greatly changed from those of people aged 50
in the past and have further major implications for market trends.
The author Kristin Klebl
analyzes the Generation 50plus and looks at the changes which retailers and
marketers will have to make to adapt to the rapidly changing face of the consumer.
Due to the increasing attractiveness of the mature market, their future survival
will increasingly depend on what is known as the Generation 50plus - the seniors
in the population who have the greater spending power. This affects all aspects
of retailing, including communication, advertising, media selection and sales
promotion. This book addresses to retailers and marketers, economists and students,
and all interested parties.
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