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The aging consumer: what’s all the fuss about anyway?

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 January 1991


Considers the “baby boom” generation, and that all of them will be the new aging market starting in the 1990s. Argues that when marketers are considering aging consumers, there are three demographic issues that must be considered prior to the creation to any strategy: (1) stereotypes concerning the aging consumer must be done away with, (2) the aging consumer is not an isolated entity, and (3) from a psychographic and numbers standpoint, the aging consumer market of tomorrow is going to much different from the aging consumer market of today.



Leventhal, R.C. (1991), "The aging consumer: what’s all the fuss about anyway?", Journal of Consumer Marketing, Vol. 8 No. 1, pp. 29-34.




Copyright © 1991, MCB UP Limited