Abstract:

This paper aims to demonstrate that opportunities exist on a pan-European basis for certain market sectors to increase business through targeting the over 50s. Three sectors have been chosen, crossing a span of industry and market types. Research provides evidence which is used in this paper to argue that greater targeting of older consumers and their needs and desires would offer a commercial advantage to companies willing to direct marketing effort in these directions. For the over 50s represent not only a significant proportion of the European population, but also a considerable slice of its disposable wealth. Other authors have sought to dispel the myth of homogeneity within this age group without seeking for common features of it in different countries. Now that major manufacturers and service providers are focusing on the European market, this paper examines some of the relevant beliefs, values and behaviour of the over 50s in six key European Community markets. The paper draws on a major consumer survey with 6,5 respondents in the principal EC markets. The data is exceedingly diverse, allowing for examination of: -financial services -convenience foods - consumer durables. The survey covers both attitudinal aspects relating to these markets, and identifies actual behaviour. Both sides provide evidence which lead to the conclusion that a European fiftysomething market exists already, and could be fostered further.