Chapter 5 : What's different about being old?

What is it that differentiates older people from those who are 10, 20 or 30 years younger?

What are the characteristics of 'older' that are different from 'younger'?

Are the differences so significant that they warrant changing what we sell and how we market?

This chapter answers these questions using research rather than the normal collection of hunches and stereotypes.

Many different sources of information were used in reaching the chapter's conclusions. The most significant observations come from the research conducted by OMD, the media planning agency. OMD researched different aspects of consumer behaviour and attitudes in Australia, Czech Republic, France, UK and the US.

Nearly 4,000 people, ranging in age from 18-75+, were questioned on their views about:

• Changing brands
• Attitude to change
• Interest in technology
• Worries about financial security
• Desire for new experiences

The results are fascinating and should make marketers rethink their whole approach to the older consumer.