In today’s media, over-65s are largely marginalized by marketers that want to keep their appeal as broad as possible. This tendency will necessarily change over the next few years as Baby Boomers bring their buying power across the 65-year mark. An understanding of how retirement and age shift purchasing behavior will be essential in capturing Boomer retirement assets.
This report takes a closer look at how over-65s make their purchase decisions.
Analysis and insights offered include:
- Why seniors are delaying retirement
- Why buying power of retired consumers is shrinking
- How advertisers are re-defining how they portray seniors
- What kinds of new marketing channels for seniors are emerging
- Which discretionary categories do seniors spend most in
