segmentation 50-plus market

The greying of Mickey Mouse

by: Dick Stroud

A short supply of kids but a plentiful supply of oldies means if you are Walt Disney you need to take some drastic action.
With Japan's birthrate in decline, Disney has accepted the stark
economics of the new market: the largest group of customers with the
money and the time to spend a day on Splash Mountain or Pooh's Hunny
Hunt is mostly retired.

To entice this burgeoning segment of
society on to the rides the company is offering a cut-price season

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An ad that seems to work across the generations

by: Dick Stroud

See what you think. This was one of the most popular ads in the UK
during 2007. From anecdotal evidence it seemed to be particulary high
on its age-neutrality rating.

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The Charmed Generation and the Rest

by: Dick Stroud

I have written a lot about the Charmed Generation the group of 50-plus with high retirement income, lots of property wealth and no debt. I reckon that makes up around 2.5 million of the UK’s 17 million 55+.

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