The GE WO GE Duisburg is a cooperative building society in North- Rhine Westphalia. It offers flats in Duisburg, a city with about 550.000 people, in the middle of the Ruhr area. Because of the fact, that 44 % of the tenants are already 55 years old or older the association aims to offering to this in- creasing group of members a new, free, secured, independent and integrated housing in the third life stage. The result of social and market research regarding the circumstances of living and housing in the age and also our own statistical analysis are of great importance. By help of a management consultant we have concipated the "Wohndorf Laar". Now we are in the realisation-phase. It 's a model and a trendsetting vision for a new feeling of housing and living in the life stage 3. It 's basing on the strengths and infirmity of the age of human beings, their wishes and hopes.
The topic of this publication is the issue of the population over 50s as new social subjects, as consumers with greater spending power and more availability to spend than in the past. Among marketing people, this category has always been referred to anagraphically, as over 50s, with no value attached as: poor, or useless, or social outcasts.
Increased competition is forcing the tourist industry world-wide to seek new markets for their products and none has emerged more significantly and offers more promising prospects through better understanding than the over-50s market. Within a decade, the post World War II baby boomers will make the over-50s group the fastest growing and the most powerful consumer segment in the Western World. This market is expanding fast as people live longer, retire earlier and have a lot more time, energy and income to spend on goods and services. However, the leisure, travel and tourist industry has traditionally neglected this segment. This paper examines the nature and significance of the mature market for travel in the United States, Europe and Australia before going on to explore the travel patterns of both mature and younger people in Brisbane, Australia. Results of the study are presented and indicate that the 50 and overs and the under 50s vary significantly in terms of a number of variables including their reasons for travel, and the kinds and levels of activities they prefer when travelling. Finally, the practical implications for the travel industry of this initial research are outlined.
Although marketers have historically been willing to write off consumers (and their disposable incomes) when they reached their fiftieth birthdays, the TRUE potential of this population segment has finally been recognized. The Yankelovich MONITOR, now entering its third decade as the leader in tracking social values and trends, has investigated the consuming trends of the United States Mature Market and determined that this segment of the population is a difficult one to ignore. This presentation will examine and describe the attitudes, lifestyles and purchasing habits of the U.S. Mature market, based on the findings from the Yankelovich MONITOR (2,500 personal interviews with adult Americans ages 16 and over, including 800 with adults ages 50 and over, conducted annually since 1970) and the Yankelovich Senior MONITOR (a special look at the 50-plus market in the U.S. 1,3 personal interviews conducted in 1988). Topics covered include perceptions of self and aging, social relationships and the family, leisure/travel behavior, health/medical issues, money and financial attitudes as well as how to market and communicate effectively to the crucial segment of the U.S. population. By looking at the U.S. Mature Market not only in terms of demographics and behavior, but basic attitudes and values as well, we will begin to explain how these people see themselves and the world around them. We will discuss what is important to them in the current environment and what they believe in and how all these values change over time. Finally, we will show how marketers who share this focus will have a substantial advantage in dealing with this key American market of the future.
In this paper, we look at the contrast between the financial position of the over-50s in Britain, and the position of the younger generation. In spite of almost universal reports of economic recession, and shortage of money to spend on consumer goods, we find that the over-50s are comparatively prosperous. Not only that, they feel prosperous, to a greater degree than their younger equivalents. The over-50s are protected from economic stringency by three factors - their relatively low mortgages (in some cases paid off completely), their relatively high savings, and their fairly high probability of inheriting money from their parents. All these point to the over-50s as fertile ground for marketing financial services. There is evidence, however, that developments in financial services over the past five to ten years have not served the interests of this group particularly well. Of all age groups, they are the most loyal supporters of branch banking, and the least receptive to new technology; yet the banking industry, for reasons arising from its own straitened circumstances, has been moving away from branches towards technological solutions. In tins paper, we report on the results of a research survey conducted for Scottish Amicable, one of Britainâs largest life assurance societies, by MORI. The results add considerably to knowledge of the over-50sâ needs for financial services, and point the way to new kinds of product which they might find valuable
The phenomenon of the ageing society in Western Europe is one with which we are aware but with which we have not even begun to come to terms. We still think of the older age group as a homogeneous unit, whereas they are more heterogeneous than younger groups, having traced out individual and unique life-paths. Marketing research involving older groups needs to have a clear understanding of this diversity. In particular, health related activity requires careful segmentation in the over 40 population. We show how narrow age band focussing reveals key transition stages. Using a large sample survey in Great Britain we have investigated how health attitudes and behaviour vary with age. By constructing a health index ranking for low risk behaviour and comparing that with attitudes and behaviour we know that there is an association between them. The health index ranking enables us to provide a profile of the âhealth behaviourâ of the population which we consider will have predictive value.
It was not so long ago that health was essentially understood as the absence of illness - a precious, heaven-sent gift outside of individual control. This idea - which contains an undeniable element of truth - still predominates in certain parts of the older population, where health is experienced as something already lost and so becomes a constant preoccupation, almost an all-consuming obsession, with continual recourse to medical or para-medical facilities. Alternatively, it is perceived fatalistically and with great anxiety as something best dealt with by ignoring it (not thinking about it, living as one has always lived). However, it is clear that older people today are no longer a homogeneous group. Many older people - as COFREMCAâ 81 researches have shown - not only "catch up with" or follow socio-cultural developments, but actively contribute to social change. They have also adopted a much more global and dynamic idea of health - a "resource" it is advisable to maintain in daily attitudes and activities, which extends beyond medicine and even beyond purely physical considerations. Further, being in good health means also remaining in complete possession of oneâs mental faculties, being capable of communicating and having a rich emotional life.
Forecasts and analyses indicate that the economic significance of the "over 50's" is growing. For German banks they are an important segment in retail banking: o their share of total population is increasing o the people over 50 hold on about 70% of the financial assets in private households o the amount of real estate in their possession is approximately 60% o the reflux from investments, life insurance policies is and will be considerable o more and more people from the target group qualify for state pension-schemes (women more and more, too), are accumulating private capital for retirement, and receive capital income o for the most part, debts have been returned o they initiate and, in part, carry out the transfer of property to their heirs, i.e., their children and grandchildren. The expectations of the over 50's are: o financial security o enjoyment without regret o healthy and happy longevity o making up for lost time to guaranteed benefits and health caring in case of illness. They have time and want to participate actively. They have considerable financial scope. They demand personal care and quality. Who gives them service will do business with them.
The paper is divided into three parts. The first part highlights the socio-demographic dynamics experienced by the over 50s in Italy during the last 30 years and the direction of future trends, that view remarkable changes both in quantitative and qualitative terms, profiling a segment of over 50s -the "New Elderlies"- at a distance from longstanding stereotypes. The second part investigates the cultural and behavioural patterns of the "New Elderlies" with particular emphasis on specific areas: self-image and values, working conditions, leisure time and cultural activities, health and financial behaviours that all appear to be very much in line with the more general emerging socio-cultural trends, such as the search for quality of life, affection, aesthetics and caring, that is to say the immaterial aspects of living, with respect to which this segment appears to be on the front line. The third part explores, in particular, the meanings, values and needs of the "New Elderlies" with reference to housing; it then attempts to draft the guidelines of a new housing concept, capable of responding to the lifestyle and aspirations of the segment, that, in the first place, will have not to be openly targetted on them.
In the world of the over 50s marketing research has to play the part of a scout in finding new product concepts and services. As we learn from biographers, during the course of his life a person changes his values and personal needs which lead subsequently to a new lifestyle. 4 W. Hesse People have visions of their lives in the future, they talk about unfulfilled dreams and regret having had an uneventful life without any purpose. Marketing research should trace these visions, dreams, hopes and pass on the message to those who create the products, services and messages.
The question posed is the backdrop of the international development of a magazine for senior people : Notre Temps. In view of the exceptional success of this magazine in France, we decided to adapt this concept in Europe and over the North American continent. We felt that the senior people in those different countries wished to read a magazine like Notre Temps because they were themselves - whatever their nationalities- close to it. We started to launch a title in Belgium in 1988 and today in 1991 we have seven titles : one in France, two in Belgium for the French and for the Dutch speaking communities, one in the Netherlands, two in England and one in Italy. We are presently testing a magazine in Spain and making some research in Germany. Moreover, we have two senior titles in Canada. On the whole, it represents a base of 1.8 million regular buyers in Europe including 85 % subscribers. The statistical base seems sufficient to us to answer the question : Are senior people the same across Europe?