A long time ago, at the birth of the ageing business, there was a set of arguments that were always rolled out to justify why brands focus on the young. In those days young was 18-34, for many it still is but it has gone up a decade or two.
I always like reading Trendwatching promotional material. Recently they produced some content about post demographic consumerism that they define as: People – of all ages and in all markets – are constructing their own identities more freely than ever.
It's early January and that means one thing - forecasts for the coming year.
I have this image of the poor sods that have to come up with these insights huddled in a room in late December trying to come up with something interesting to say. Time is running out and they default to rehashing the forecasts from the previous year or the one before that. In this case, the ones from a decade before.
The keynote speaker was Dr. David Bloom who is the Professor of Economics and Demography in Department of Global Health and Population, Harvard School of Public Health. His session was about those outcomes of demographic trends that are inevitable and those that are not. David is an excellent, thought provoking speaker.
Five years ago I identified a cohort of older people I called the Charmed Generation. A combination of final salary personal pensions, house price inflation, lack of debt and inherited money from their parents has insulated these people from the financial trauma that has afflicted their children and grandchildren and many of their peers.