The successful aiming of communication at the new generation of retirees

Date of publication: June 15, 1989


"NOTRE TEMPS" came into the world twenty years ago... in May 1968! Today's generation of retirees has nothing in common with that of 1968. Yet many of the economic decision-makers of 1988 when they speak of today's retirees, evoke memories of their grandparents when they were aged twenty. Without wishing to duplicate any part of the talks of the speakers who preceded me, I would like to project for you a few figures that define this new generation of French senior citizens. At the sociocultural level, there are two main trends characterizing the evolution of our entire society, i.e. the disappearance of the rural world in favour of the tertiary world and the increasing length of the time devoted to the education of the young. In 1968 the number of holders of the French "baccalaureate" degree was 100,000, or 1% of the retirees. In 1988 this number was 270,000, or 2.5% of the retirees. I would like to describe the rules for successful communication with this new generation of retirees.

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