Contents -- Foreword -- Acknowledgements -- Introduction -- 1 Marketers on marketing to the over-50s -- IS THERE AN ISSUE? -- DOES THE WILLINGNESS TO TRY NEW BRANDS DECLINE WITH AGE? -- OLDER PEOPLE ARE LESS RESPONSIVE TO ADVERTISING THAN THEIR JUNIORS -- APPEALING TO OLDER CONSUMERS ALIENATES THE YOUNG -- HOW WILL MARKETING ADAPT TO THE POWER OF THE OLDER CONSUMER? -- WHAT'S THE RELATIVE IMPORTANCE OF THE AGEING POPULATION? -- WHAT KEY MESSAGES CAME FROM OUR INTERVIEWS? -- PEOPLE WE INTERVIEWED -- 2 The future is getting old(er) -- MARKETING 101 -- THE OLDIES ARE COMING -- NICE GRAPHS BUT SO WHAT? -- FOLLOW THE MONEY -- NICE GRAPHS BUT SO WHAT, PART 2? -- FUNDING PENSIONS AFFECTS CONSUMER SPENDING -- THE 'CHARMED GENERATION' -- NICE GRAPHS BUT SO WHAT, PART 3? -- 'GENERATION BROKE' -- THE MARKETER'S TESTIMONY -- IMPLICATIONS FOR THE MARKETER -- SUMMARY -- 3 Myths and marketing myopia -- THE TOP FIVE ALL-TIME FAVOURITES -- STRONG CONTENDERS FOR BEING ALL-TIME FAVOURITES -- OTHER ASSORTED ARGUMENTS -- IS IT ALL MYTH AND MARKETING MYOPIA? -- HOW AGE-NEUTRAL ARE YOU? -- IMPLICATIONS FOR THE MARKETER -- SUMMARY -- 4 A global snapshot -- A YOUNG AND OLD WORLD -- IMPLICATIONS FOR THE MARKETER -- SUMMARY -- 5 What's different about being 'old'? -- HEALTH -- BRAND THEORY -- BRAND RESEARCH -- TECHNOLOGY -- EMBRACING CHANGE -- WANTING NEW EXPERIENCES -- FINANCIAL SECURITY -- THE AGE-NEUTRAL CONSUMER -- THE MARKETING BOTTOM LINE -- IMPLICATIONS FOR THE MARKETER -- SUMMARY -- 6 The strange world of segmentation -- KEEP SIGHT OF THE OBJECTIVES -- 50 IS JUST A NUMBER -- SEGMENTING BY AGE -- SEGMENTING BY CONSUMER LIFESTYLE (PSYCHOGRAPHICS) -- OTHER SEGMENTATION FACTORS -- HOW WELL DO YOU SEGMENT THE OVER-50s MARKET? -- IMPLICATIONS FOR THE MARKETER -- SUMMARY -- 7 The value of geodemographics -- QUALITATIVE RESEARCH AND GEODEMOGRAPHICS.

SEGMENTING OLDER CONSUMERS -- THE FORMATION OF 'GREY' NEIGHBOURHOODS -- APPLYING GEODEMOGRAPHICS -- SYSTEMS FOR PREDICTING AGE -- GOVERNMENT - THE FINAL FRONTIER? -- THE CHANGING PROFILE OF GEODEMOGRAPHIC CLUSTERS -- IMPLICATIONS FOR THE MARKETER -- SUMMARY -- 8 The rules have changed -- THE MARKETING LANDSCAPE IS CHANGING -- SIMPLISTIC AND CONFLICTING ADVICE -- THE REALITY OF THE SITUATION -- AGE-NEUTRAL MARKETING -- IMPLICATIONS FOR THE MARKETER -- SUMMARY -- 9 From theory to practice -- CONSTRAINTS ON CHANGE -- ACHIEVING CHANGE - CORPORATE MANAGERS -- ACHIEVING CHANGE - MARKETING -- OBJECTIONS TO CHANGE -- IMPLICATIONS FOR THE MARKETER -- SUMMARY -- 10 Interactive channels - myths, facts and unknowns -- WHAT IS AN INTERACTIVE CHANNEL? -- MYTHS ABOUT TECHNOLOGY AND AGE -- FACTS AND FIGURES -- OLDER WOMEN GET THE INTERNET HABIT -- THE OVER-65s MISSED THE DIGITAL REVOLUTION -- EDUCATIONAL BACKGROUND DETERMINES LEVELS OF INTERNET USE -- AGEING AFFECTS HOW YOU USE TECHNOLOGY -- WE LEARN ABOUT USING TECHNOLOGY IN THE WORKPLACE -- MARKETERS ARE BAD AT CONTROLLING INTERACTIVE CHANNELS -- IMPLICATIONS FOR THE MARKETER -- SUMMARY -- 11 Interactive media for older eyes, hands and minds -- WHAT'S THE PROBLEM? -- THE FIRST STEP IS TO TAKE IT SERIOUSLY -- OLDER EYES, HANDS AND MINDS -- WHAT CAN GO WRONG? -- BE SYSTEMATIC -- THE NEED FOR RESEARCH -- THE IMPORTANCE OF TESTING THE CHANNEL -- ACCESSIBILITY IS PART OF THE SAME SPECTRUM -- DON'T FORGET THE TELEPHONE -- IMPLICATIONS FOR THE MARKETER -- SUMMARY -- 12 Communicating with the over-50s -- THE FORGOTTEN AUDIENCE -- LACK OF DIVERSITY -- CREATIVE STRATEGY V MEDIA STRATEGY -- RECOGNIZING THE DIFFERENCES -- WORD OF MOUTH -- INTERGENERATIONAL COMMUNICATIONS -- MEASURING SUCCESS -- EXCITING TIMES AHEAD -- IMPLICATIONS FOR THE MARKETER -- SUMMARY -- 13 Thoughts about the creative.

WHY IT'S SO DIFFICULT -- SOMETHING IS WRONG -- OPTIONS FOR THE CREATIVE AND MEDIA -- THINGS TO CONSIDER -- THE AGE-NEUTRAL CREATIVE -- IMPLICATIONS FOR THE MARKETER -- SUMMARY -- 14 What of the future? -- THE TIPPING POINT -- IT'S A YOUNG AND OLD WORLD -- SCHIZOPHRENIC ABOUT OLDER WORKERS -- IT IS NOT LOOKING GOOD -- IMPLICATIONS FOR THE MARKETER -- SUMMARY -- Appendix 1 Older eyes, hands and minds -- Appendix 2 A website audit for age-friendliness -- Appendix 3 Questions that test a company's age-neutrality -- Appendix 4 Details of OMD's market research programme -- Index -- Further reading from Kogan Page.