What Do Mature Consumers Want?
A.T. Kearney's Global Maturing Consumer study, the first ever of its kind, interviews 3,000 people older than 60 in 23 countries. The study reveals a demographic earthquake—an "agequake"—of unprecedented proportions in the average life span of the human race. Falling birthrates and increasing longevity means that, for the rest of this century, the fastest-growing consumer group will be over the age of 60.
As people live longer, the implications for marketers, retailers and manufacturers promise to be both dramatic and far-reaching. Our study discusses trends related to the agequake, and the needs, expectations, shopping behaviors, and preferences of a generation of older consumers. We also provide a first look at how retailers and manufacturers can adapt, and highlight the potential social and political implications of aging.