Abstract:

As the proportion of elderly persons within U.S. society grows, businesses will perceive older persons as an increasingly important market. However, it is important to recognise that older consumers are highly heterogeneous with varied interests & needs. Here, basic ways to segment the elderly market are outlined, & areas services - eg, home products, health care, wellness & youth-enhancing products, recreational & leisure services, financial services, educational services, & business consulting - that may have interest to older consumers are described. Barriers to the mature market are identified, & strategies suggested for businesses interested in increasing their share of the older market.