Musings on Marketing to “the Grey Economy”

Chinese_old_man_and_womanConsumers over 60 shell out a total of 4 trillion US dollars every year. Market leaders in multiple sectors have taken strides to service this ever-expanding market segment. However, companies are not moving fast enough. The Boston Consulting Group estimates that less than 15% of firms have come up with a business strategy focused on the elderly.
This is a golden opportunity for Ipsos to work with our clients to find the high ground in the swelling tide of the “grey economy”. While the specific learnings are not necessarily applicable across differing industries, a golden rule has emerged that harkens back to Renard’s immortal quote: “It’s not how old you are, it’s how you are old.”


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