Aging consumers and their effects on the marketplace

Richard C. Leventhal (Editor of the Journal of Consumer Marketing and is also Professor of Marketing at Metropolitan State College, Denver, Colorado, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 1 August 1997


The first of approximately 77 million baby boomers turned 50 in 1996 and this signaled the start of what is to become one of the greatest marketing movements ever seen in the USA in a movement which will last some 30‐40 years and it won’t be business as usual. The older customer is selective and also very discerning. They listen, they read, they remember but, above all else, they are skeptical. One of the strongest actions that a business can do with this mature market is to create a relationship with them. To do so puts you in a position to succeed.



Leventhal, R. (1997), "Aging consumers and their effects on the marketplace", Journal of Consumer Marketing, Vol. 14 No. 4, pp. 276-281.

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Copyright © 1997, MCB UP Limited

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