ATKearney: What do mature consumers want?

Birthrates are falling, people are living longer, staying healthy and working longer and are wealthier. These are only some reasons, why mature consumers are an ever growing target group. They want and expect a sympathetic understanding of the realities of age, but do not want to be treated as old or elderly.

As their shopping and spending habits change, promotions are scrutinized, thoroughly and advertising is not very appealing, the implications for retailers and manufacturers are far-reaching. This agequake may require a paradigm shift in the design of stores and retail chains towards focusing on social interaction, personal attention, seating and clear selection. For manufacturers, responding to the aging phenomenon will require a rethink of product and packaging design as well as easy to read labels.