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The Golden Economy,[object Object],The Consumer Marketplace In An Ageing Society,[object Object],David SinclairHead of Policy and Research – ILC-UK,[object Object],http://www.flickr.com/photos/bouncedphoton/3801068936/sizes/m/in/photostream/,[object Object]
             Summary,[object Object],The older consumer has money,[object Object],They value good service,[object Object],Lots of companies get it wrong,[object Object],Age not best predictor of behaviour,[object Object],There is money to be made by those who get it right. ,[object Object],But! Is there any such thing as “the older consumer”,[object Object],http://www.flickr.com/photos/pondspider/4170990903/sizes/m/in/photostream/,[object Object]
    We influence Government policy and debate,[object Object],The ILC-UK was established in 2000 to explore and address the new longevity revolution and its impact on the life-course and society.,[object Object],Think Tank,[object Object], Global (12 ILCs),[object Object], Evidence Based,[object Object], High visibility around Westminster (e.g. 17events/1000 people in 2010) ,[object Object], Engage at highest levels of Government,[object Object], Focussed on life-course,[object Object],http://www.flickr.com/photos/un_photo/5832685007/sizes/z/in/photostream/,[object Object]
Some of our publications,[object Object]
The Consumer Marketplace in an Ageing Society
             It’s a big market,[object Object],Older people’s spending reached an estimated £97bn in 2008 (over 65),[object Object],The over 50s spent £276bn in 2008. This represents 44% of the total family spending in the UK,[object Object],For affluent countries in Asia: Japan, Korea, Taiwan, Hong Kong, Singapore and Australia: spending by older consumers is estimated to reach $1.5 trillion by 2015, with another $430 billion to be spent by older households in developing Asian countries (Hedrick-Wong).,[object Object]
The Consumer Marketplace in an Ageing Society
             The World is Ageing,[object Object],Asia will have 859 million people aged 65 and above by 2050, up from 269 million in 2010.,[object Object]
How much further will we age?,[object Object],	Aubrey de Grey believes that human life expectancy at birth in 2100 will be 5000 years ,[object Object],	“I think the first person to live to 1,000 might be 60 already”,[object Object]
Or perhaps more realistically?,[object Object],	"In ancient times, half our children would have died by the age of 20. Now, in the western world, 98 per cent of them are surviving to the age of 21. "Our life expectancy is now so good that eliminating all accidents and infectious diseases would only raise it by two years. Natural selection no longer has death as a handy tool.“,[object Object]
Singapore’s older population is now expected to age faster than Australia, South Korea, UK, USA,[object Object]
The Consumer Marketplace in an Ageing Society
An ageing society means more older consumers,[object Object],The 65+ age group now accounts for 20% of the UK consumer population (16+), and is expected to rise so that in 2030 over 65s account for 25% of the consumer market. PRFC for ILC-UK,[object Object],The older market will grow by 81% from 2005 to 2030 while the 18-59 year old market will only increase by 7%.  EU figures quoted by Stewart,[object Object],In the UK, the number of consumers over 60 years old could increase by 40% over the next 30 years.  Meneely, Burns and Strugnell (2008),[object Object],http://www.flickr.com/photos/48039948@N02/6070071650/sizes/m/in/pool-92307085@N00/,[object Object]
What makes a consumer an older consumer? Impact of biological ageing on consumption,[object Object],Loss in physical strength may make opening jars/bottles more difficult,[object Object],Older people losing mental capacity/dementia may find difficulties with problem solving or processing information. They may also find it difficult to shop around or exercise choice,[object Object],Those housebound can be excluded from the physical marketplace,[object Object],Ageing can make it more difficult to carry heavy weights and can also result in reduced appetite (Twofers!),[object Object]
Activities of Daily Living (Singapore),[object Object],Men,[object Object],Women,[object Object]
Difficulty with shopping, communicating and handling money,[object Object]
Impact of social ageing in the consumer marketplace,[object Object],Older people could assume that certain products and services aren't for them and therefore don't consider purchase,[object Object],Older people may assume that certain technologies are for younger people and don't consider their use as a means of engaging with the consumer market,[object Object],The media and corporate sector may strengthen the negative impact of social ageing through ageism ,[object Object]
Are older consumers changing?,[object Object],“It is blindingly obvious that there is enormous difference between the seniors of yesteryear and people of the same age today.” Saga 2008,[object Object],We have a wealthy cohort (on average) (and there are more of them)	,[object Object],Recent retirees “are more strongly defined by the impact of consumer society on their lives and expectations of post work life than previous generations”,[object Object],There are over 150,000 workers aged over 60 in Singapore,[object Object]
But is this a new phenomenon?,[object Object],	“They have fewer ties to family responsibilities... With their homes paid for their major housing concern is for property taxes and repairs... Being essentially free from obligation, they may spend their income and assets as they wish. Here is a potential market, therefore for those marketers who wish to appeal to it. It is a new market, almost unrecognised which must be developed with care as it depends upon the changing role of older persons in our society and the realisation that they are more free than their predecessors in the past century.”,[object Object],Dodge, 1962,[object Object]
           Let’s not assume older people are all the same,[object Object]
    If they aren't the same, how do we segment?,[object Object],Companies use different ways to segment the market including,[object Object],Chronological age; Generational segmentation; income; life stage; cognitive ages and vales,[object Object],There is no such thing as a single “older consumer”,[object Object],Chronological age is widely used a poor tool for segmenting the population,[object Object],Some research finds that age has little impact on consumer demand,[object Object],http://www.flickr.com/photos/amagee3/5568565607/sizes/z/in/photostream/,[object Object]
Social Participation and Age,[object Object]
Yet people would like to participate more,[object Object]
There are some very wealthy people not spending,[object Object]
It’s not just about money.,[object Object]
Distribution of net household financial wealth1: by age of household head (2006/08),[object Object]
Out of 78,116 households whose Main Income Earner is aged 65 and over, just over half (50.3 per cent) spend below $1,000 a month.,[object Object]
Are older consumers ignored?,[object Object],“Just because I’m over 60 nobody wants to sell me anything anymore” Germaine Greer ,[object Object],	“Advertisers and marketers are astonishingly neglectful of older audiences even for products primarily sold to older people” Mike Waterson, Chair World Advertising Research Centre,[object Object],Advertising/marketing agencies rarely asked to pitch for the older consumer,[object Object]
Why don’t companies target older people?,[object Object],Perception of a lack of buying power,[object Object],Stereotyping of older people as “powerless, ugly, dowdy or uninspiring” (alongside an obsession with youth),[object Object],Lack of information about older people’s sensitivity to marketing Tynan and Drayton (2008),[object Object]
But some companies are getting more interested,[object Object],	“Coca Cola moved into the wine, coffee, tea and orange juice markets during the 1980s to capture older consumer markets who were less interested in their coke brands” Simcock and Sudbury 2006,[object Object],	“Anheuser Busch, the largest US beer    maker, attempted to reach the 50 plus age group and wound up creating one of it’s top selling brands” Green 2004,[object Object]
How might an ageing society change the consumer marketplace?,[object Object],Older people currently spend more than other ages on: drugs and healthcare; personal care; and coffee,[object Object],They represent a significant market for new cars and travel.,[object Object],Clothing spend declines with age,[object Object],But less on eating out, movies, theatres, petrol and champagne,[object Object],Certain industries will need to adapt to an ageing society,[object Object]
Even beer …,[object Object],“German beer consumption fell 2.1% in 2009 based on an ageing population” Bloomberg.com,[object Object]
Household expenditure,[object Object]
In Singapore..,[object Object]
But perhaps we need to worry?,[object Object],35,[object Object]
Growth in expenditure (BIS),[object Object],http://www.flickr.com/photos/notsogoodphotography/304540721/sizes/m/in/photostream/,[object Object]
The older consumer as giver and recipient,[object Object],Marketers note that older consumers buy a relatively high proportion of toys (25%?) and confectionary,[object Object],Grandparents spend £50,000 on their first grandchild (Oct 2010),[object Object],Younger children/grandchildren often buy for the older person,[object Object],In other words, people aren’t always buying for themselves.,[object Object],And in Singapore:,[object Object]
Most older people live in small households (Singapore),[object Object]
     Representation of older people in advertising,[object Object],Older people, particularly women, are under-represented in advertising IPC/Simcock and Sudbury (2001),[object Object],There is limited evidence that older people are badly represented in advertising Simcock and Sudbury,[object Object],We’ve started to see more examples of companies using older models (Dove),[object Object],Scant evidence and no consensus that using older models puts younger people off the product/service Simcock and Sudbury (2001),[object Object],http://www.flickr.com/photos/ash-man/305722598/sizes/m/in/photostream/,[object Object]
          Technology – an opportunity (and a challenge),[object Object],Around 820,000 older consumers (65+) in the UK made an internet purchase  PRFC Analysis for ILC-UK (EFS 2007),[object Object],“In a survey of grey consumers in Singapore, Malaysia, Hong Kong, Taiwan and Korea, the firm found that 90% of elderly consumers in Korea were mobile phone users, and a third of those in Hong Kong used MP3 players”. Synovate 2008,[object Object]
 New technology will change the older consumer,[object Object],“One day soon the Gillette company will announce the development of a razor that, thanks to a computer microchip, can actually travel ahead in time and shave beard hairs that don't even exist yet”,[object Object], ,[object Object],Dave Barry,[object Object],http://www.flickr.com/photos/misterhonk/2331304921/sizes/z/in/photostream/,[object Object]
Possible technology innovations to 2050,[object Object],2010,[object Object],2020,[object Object],2030,[object Object],2040,[object Object],2050,[object Object],Auto-pilot cars,[object Object],Digital mirrors,[object Object],VR windows,[object Object],Self clean houses,[object Object],Face recognition doors,[object Object],Individual pollution credits,[object Object],Computer controlled hunger suppressant,[object Object],Nuclear fusion,[object Object],Prison countries ,[object Object],Holographic TV,[object Object],Wave energy =50% in UK,[object Object],Smart bath,[object Object],Artificial Intelligence causes redundancies,[object Object],Human memory enhancement,[object Object],Global ID card,[object Object],Active skin makeup,[object Object],Invisibility cloak,[object Object],Emotion control devices,[object Object],Bionic Olympics,[object Object],Brain downloads,[object Object],Virtual holidays,[object Object],Full voice recognition PCs,[object Object],Thought input mechanisms widespread,[object Object],Robocops,[object Object],Hydrogen fuel stations,[object Object],Artificial brain,[object Object],Viewers can choose film roles,[object Object],Human memory downloads,[object Object],Circuits made with bacteria,[object Object],Self drive cars,[object Object],Tooth regeneration,[object Object],Humanoid robots beat national football team,[object Object],Global voting on some issues,[object Object],Virtual displays,[object Object],Listing of individual DNA,[object Object],Disposable phones,[object Object],Artificial Intelligence entity passes A level,[object Object]
Technology limited by imagination,[object Object]
Google knows!,[object Object]
“But how much smaller do we want a phone?”,[object Object],Some/many do but: “I don’t want to live in a smart-home – I’d rather be dead”,[object Object],Moral and ethical debates – can’t afford to ignore them,[object Object],Must help older people choose technology when it is right for them (tagging/urine tests),[object Object]
Inclusive design,[object Object]
Can you read the menu?,[object Object],In many European cities one of the main groups eating in restaurants are those over 50, yet very few 50 year olds are able to read a menu by candlelight with out their reading glasses. That is because the menus are usually designed by younger people in print shops, not for senior citizens. What a crazy situation: the people who the restaurants want to market to cannot read any of their sales literature. Patrick Dixon (2008),[object Object]
Shopping Around,[object Object],Mixed evidence but in terms of insurance; ,[object Object],utilities; communications technologies, there,[object Object],is evidence that as we get older we are less ,[object Object],likely to shop around.WHY?,[object Object],Older people are happy with the product?,[object Object],Difficult to calculate the benefit of switching (telecoms/utilities),[object Object],There are few alternatives (e.g. upper age limits),[object Object],Switching is a hassle,[object Object],Reduced information processing abilities (but does experience compensate for age?),[object Object],But if marketers assume people don’t shop around they won’t target them.,[object Object]
Direct and indirect age discrimination,[object Object],“Interflora, Britain’s biggest flower delivery business, has been accused of ageism as their new ‘happy birthday’ balloon range only goes up to 60 years old.” ,[object Object],Telegraph, September 2010,[object Object]
Ghost Town Britain (& Transport/toilets),[object Object]
Other findings,[object Object],Limited evidence about older people and ethical consumption,[object Object],Mixed views on brand loyalty ,[object Object],Mixed evidence on the best way to reach the older consumer,[object Object],Incomprehensible jargon and modern phraseology a barrier to the market (esp. financial services),[object Object],http://www.flickr.com/photos/32814074@N00/2141321536/sizes/z/in/photostream/,[object Object]
Other findings,[object Object],The end of the cheque could have a negative impact on the older consumer,[object Object],Older consumers are often the main target for fraud, scams and mis-selling,[object Object],Need for an age friendly retail environment: In 2009 Tesco announced it was building an older person friendly retail environment complete with wider shopping aisles and brighter lights,[object Object],http://www.flickr.com/photos/sprengben/4013503893/sizes/z/in/photostream/,[object Object]
Other findings,[object Object],Some Investigate! participants argued that they had less choice than when younger,[object Object],Investigate! volunteers also highlighted access to information and advice about what was available in the consumer market ,[object Object],Examples of good customer service – but it is often poorly promoted.,[object Object]
Do we need to take age out of the equation?,[object Object],Age Neutral approach argues that: ,[object Object],An Age Neutral approach should be taken to marketing,[object Object],Needs of older people are not that different from other adults,[object Object],The principals of marketing to all ages are the same,[object Object],Lifestyle or interest is going to be more important than age,[object Object],Dick Stroud ,[object Object]
Summary,[object Object],The older consumer has money,[object Object],They value good service,[object Object],Lots of companies get it wrong,[object Object],Age not best predictor of behaviour,[object Object],There is money to be made by those who get it right. ,[object Object],But! Is there such a thing as “the older consumer”?,[object Object],http://www.flickr.com/photos/driever/5525684658/sizes/m/in/photostream/,[object Object]
Many thanks,[object Object],David Sinclair - Head of Policy & Research,,[object Object],International Longevity Centre (ILC-UK),[object Object],davidsinclair@ilcuk.org.uk,[object Object],Twitter: ,[object Object],@sinclairda,[object Object],@ILCUK,[object Object]

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