Declining fertility, increased life expectancy and later arrival of the first generation of baby boomers are all factors that combine to explain the aging of the French population. The number of seniors in the French population should reach 35% in 2010 when it was only 27% in 1980.
One French person in five is aged at least 60 years. The baby boomers are still active and mostly healthy. They have high incomes. This generation is the one which invented the consumer society. Even after retirement, they have comfortable incomes. They discover new things during their freedom after retirement. They play an important social intergenerational role (grandpa, grandma). They live in their peaceful old age. Their social life is almost normal but there is a disruption in their lives following the death of their spouses. They lose interest in life. The 'very old' are in a state of dependence, they are mostly not independent and they therefore need ongoing assistance in their daily lives. The rate is very precarious. The central concern of this segment of the old people is health.
In twenty years, attitudes and behaviors of people over 50 years have changed considerably. Besides the material aspects (higher incomes, provision of greater wealth, comfort and accommodation facilities), their mindset has changed in the direction of greater autonomy, less conformist, increasingly open to the outside world. Expectations, attitudes and purchasing behavior of older people have changed.
Today in France, a consumer in every two adults is over 50 years. Although there are significant differences within this group, seniors have an average income higher than a third of those under the age of 50. In the end, people who are more than 50 years have 50% of household net incomes and hold 60% of assets.
Tags: advertising campaigns, senior citizens, advertising campaigns for senior citizens
[...] They live without any complaints about age or ageing; they are active and have lots of projects in mind. Conclusion In twenty years, attitudes and behaviors of people over 50 years have been considerably modified. Besides the material aspects (higher income, provision of more wealth, comfort and accommodation facilities), their mindset has changed in the direction of greater autonomy, less conformity, increasingly open to the outside world. Even the expectations, attitudes and buying behavior of older people have changed. Main source: Direct Marketing Magazine article The seniors, a market that is maturing, published in June 2007. [...]
[...] They are mostly responsible hedonists. They are both buyers and decision makers for the purchase of many products in the household of their children / grandchildren. Behavior of the Baby Boomer: 3 facts energize their behavior: the repayment of their loan, children who have left home and legacy of their parents. They will focus on the expenditure of comfort, quality food, cosmetics, travel and leisure while continuing to save. They are also major buyers of luxury goods: cosmetics (Devlon, Shiseido), wines, electronics, clothing, cars (Opel, BMW) Behavior of retirees: They enjoy the contact with vendors. [...]
[...] It gives them time for reflection. They are best reserved for loyalty schemes and are a true actor of "one to one." - Television: audience, reputation, credibility and effectiveness It is intended primarily for retirees hours) and especially on weekdays during the afternoons. To be specific this is an emotional medium. - Press: focused and dedicated It allows advertisements with coupons for winning answers. - Internet: Modern and Direct - Now seniors represent a quarter of internet users. Online purchasing among seniors is increasingly growing. [...]
[...] This says that their requirements i.e. short vacation, health, fitness and staying with nature will strengthen in the coming years. Other expectations involving sports, travel, discovery and culture will also be much acclaimed. Sources INTERNET - http://www.lemarchedesseniors.com - http://www.senioragency.com - http://www.senioractu.com - http://www.seniorscopie.com - http://www.selectour.com - http://www.mediametrie.com - http://www.seniorStrategic.com - http://www.laposte.fr Title: What is a senior? - http://www.comparatel.fr/news / Title: The baby-boomer to the onslaught of new technologies Newspapers and documents - Direct Marketing No - 01/05/2005 - Title: Holidays Blue wants to expand its clientele - Eating behaviors of older Pascal and Catherine Gaignier Hebel. [...]
[...] What are those advertisers who communicate and what their strategies Main source: Book: Conquering the market of baby boomers Frederick Sellière Main idea The seniors constitute a target not to be missed by advertisers. Also, they must employ exclusive strategies to attract them because they are not a target like the others. Key Points • Some examples of advertisers - In the world of food, Danone, Canada has developed products to fight cholesterol. Nutritional supplements (nutraceuticals) are also supplied to seniors. [...]
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