Considers the “baby boom” generation, and that all of them will be the new aging market starting in the 1990s. Argues that when marketers are considering aging consumers, there are three demographic issues that must be considered prior to the creation to any strategy: (1) stereotypes...

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 in a movement which will last some 30‐40 years and it won’t be business as usual. The older customer is selective...

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...