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The $22 trillion opportunity that can be unlocked only if you
rethink everything you think you know about people over sixty. In
the time it takes you to read this, another twenty Americans will
turn sixty-five. Ten thousand people a day are crossing that
threshold, and that number will continue to grow. In fifteen years,
Americans aged sixty-five and over will outnumber those under age
eighteen. Nearly everywhere in the world, people over sixty are the
fastest-growing age group. Longevity presents an opportunity that
companies need to develop a strategy for. Estimates put the global
market for this demographic at a whopping $22 trillion across every
industry you can imagine. Entertainment, travel, education, health
care, housing, transportation, consumer goods and services, product
design, tech, financial services, and many others will benefit, but
only if marketers unlearn what they think they know about this
growing population. The key is to stop thinking of older adults as
one market. Stage (Not Age) is the concise guide to helping
companies understand that people over sixty are a deeply diverse
population. They're traveling through different life stages and
therefore want and need different products and services. This book
helps you reset your understanding of what an "old person" is. It
demonstrates how three people, all seventy years old, may not even
be in the same market segment. It identifies the systemic barriers
to entering this market and provides ways to overcome them. And it
shares the best practices of companies that have successfully
shifted to a Stage (Not Age) mentality. This practical guide
prepares companies and marketers for an inevitable shift they can't
ignore.
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