Consumer Dissatisfaction in Growing Senior Markets

Abstract

Senior consumers are increasingly vital, interested, and resentful of any patronizing product or message. To satisfy the emerging senior market, current stereotypes must be discarded. Their educations, finances, spending power, health, awareness, and needs are greater and more diverse than generally assumed. Advertising methods that once worked are dated and increasingly perceived as insulting. No industry or category explored in this study is satisfying senior consumers, but the least satisfactory of all are films/movies; TV programming; automobile dealers; spas/ health clubs; fashion clothing; transportation; life insurance; delivery services; and automobiles.