A thoughtful, well-researched and thorough exploration of the 50 plus market. Every marketer should read this book."
John Pickett, Head of Market & Media Research, Saga
How do leading marketing practitioners react to the 'aging' of Europe's consumers? Do they perceive the steady rise in the numbers of the 50 plus a problem, an opportunity or an irrelevance? Is it something that keeps them awake at night or never crosses their minds?
To answer these questions we spoke to some of marketing's thought leaders. People like:
We were not trying to get a consensus, or to derive the definitive answer to our questions, but to understand how the best minds in the industry think about effect of an aging population on marketing.
This chapter was researched and written by Janet Kiddle, the founder of Steel Magnolia, the strategic research consultancy that specialises in understanding the 50 plus market. Janet's expertise as a senior manager with Saatchi & Saatchi, Team Saatchi and The Research Business International was vital in researching the views of these senior marketers.