Marketing to older adults: an updated overview of present knowledge and practice

  title={Marketing to older adults: an updated overview of present knowledge and practice},
  author={George P. Moschis},
  journal={Journal of Consumer Marketing},
  • G. Moschis
  • Published 1 November 2003
  • Business
  • Journal of Consumer Marketing
The changing demographics and the aging of the population are affecting the age composition of consumer markets. This, in turn, creates opportunities and challenges for organizations serving consumer markets. This article reviews some corporate challenges and opportunities facing the corporate American due to the aging marketplace. A list of actionable guidelines suggested for strategy development. These guidelines are based on present knowledge about the mature market. While the effectiveness… 
Staying in “the works of living”: How older adults employ marketplace resources to age successfully
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To be an aging consumer in a youth culture means facing several challenges, including maintaining self-esteem in the face of negative media portrayals, redefining the meaning of being sexually
Consumer attitudes toward marketing strategies over the adult life span
The current study used a grounded theory methodology where in-depth interviews and related literature were integrated to form a process model depicting the evolution of the consumer mindset toward
Developing Marketing Strategies To Increase Brand Equity: The Differences Between Age Groups
Retailers are facing challenges from global competitors, aging consumer markets, and households with less income that impact brand equity. This study examines three age groups’ (younger, middle,
Active ageing of elderly consumers: insights and opportunities for future business strategies
The heterogeneity of elderly consumers’ new values and lifestyles, and the importance of incorporating their needs into innovative business strategies, are highlighted, by describing for each section the main findings of extant research and practical implications.
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The population is aging and the number of people over 55 (older consumers) is increasing. Firms which recognize the importance of the older consumer segment can use this demographic change to their
PERSPECTIVE: Older Adults' Adoption of Technology: An Integrated Approach to Identifying Determinants and Barriers
Technology has recently begun to be explored as a way to cope with the challenges related to the aging of the population. However, while many technological systems for older adults have entered the
Grey Consumers and Advertising Effectiveness: A European Study
This comparative study attempts to gain a better understanding of how to target the older European consumers and, more precisely which advertising appeals are most effective amongst the older
Understanding Older Adults' Attitudes and Adoption of Residential Technologies
The main goal of this research was to understand older adults' attitudes and interests in residential technology products and services that have been adopted by them at a rate of less than 50%. This


Marketing to Older Adults: an Overview and Assessment of Present Knowledge and Practice
Summarizes the topics, challenges and existing knowledge on marketing to older consumers. Discussescontradictory beliefs about older consumers and how to market to them, explaining reasons for these
Marketing to older adults
Presents a current overview of the issues and available knowledge regarding marketers understanding of how to reach older consumers. Presents contradictory beliefs about older consumers and various