Your next customer may be older than you think.
A 62 year old who’s running a business and planning an overseas trip has different priorities from someone adapting their home as their mobility changes. Yet both can end up in the same marketing audience.
When your targeting groups them together, it’s easy to overlook the reasons each might choose you.
Drawing on research from Harvard Business School, Boston Consulting Group and other sources, this guide explores the commercial value of older consumers and the differences that shape their purchasing decisions.
Inside the guide, you’ll discover:
- Why older consumers deserve a closer look, including the spending, loyalty and influence that contribute to their commercial value.
- What age alone can’t tell you, and how health, lifestyle, finances and social connections affect what people want.
- Four consumer groups worth understanding, with different needs, priorities and purchasing preferences.
- What this means for your business, with examples across travel, financial services, fitness, home services and retirement living.
Who should read it?
Business owners, marketers and decision makers who want to understand where their products or services fit within the growing older consumer market.
Get a clearer picture of your next customer
Enter your details to download Iron Road’s guide to understanding the 60+ market.
Iron Road helps businesses understand and reach the 60+ market through research, segmentation and marketing strategy.
Want to explore the opportunities for your business? Contact Colin.