Smashing old stereotypes of 50‐plus America

Cary Silvers (Cary Silvers is Research Director at Modern Maturity Magazine, New York, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 1 August 1997


Highlights the fact that most marketing efforts are still aimed at consumers aged under 50, though those older than this comprise one‐third of the adult US market. Reports on research that aimed to define the 50‐plus market in terms of major life events, suggesting that these influence how individuals approach the marketplace. Outlines seven distinct consumer profiles.



Silvers, C. (1997), "Smashing old stereotypes of 50‐plus America", Journal of Consumer Marketing, Vol. 14 No. 4, pp. 303-309.

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Copyright © 1997, Company

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