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.”

「銀髮經濟」行銷的黃金準則
六十歲以上的消費者,每年的消費金額超過四兆美元。產業領袖已採取動作切入高齡社會的市場。儘管如此,廠商的反應還是遠遠跟不上市場的擴增。美國波士頓諮詢公司估計,目前僅有少於15%的企業已開發出針對老人市場的商業策略。
這是絕佳的機會,益普索(Ipsos)能幫助我們的客戶,在「銀髮經濟」的浪潮中找到最有優勢的制高點。過去一年益普索在台灣接觸了很多不同的客戶,很積極地瞭解高齡消費者的思考及行為。不同個案的研究發現,可能只適用於客戶的產業,但是,我們從中歸納出一個能融會貫通的黃金準則,也呼應了雷納爾的名言:「問題不在於一個人有多老,而是他怎麼變老。」,也就是要「讓他知道他的生活能跟年輕時候一樣,甚至還更好」。

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