The phenomenon of radical demographic revolution taking place in
industrial countries is about to change the age structure drastically.
The German population is increasingly ageing and will consist of more
old people than younger people in the very near future. In conjunction
with the rising expectancy of life, the today's Generation 50plus and
their values and needs have greatly changed from those of people aged 50
in the past and have further major implications for market trends. The
author Kristin Klebl analyzes the Generation 50plus and looks at the
changes which retailers and marketers will have to make to adapt to the
rapidly changing face of the consumer. Due to the increasing
attractiveness of the mature market, their future survival will
increasingly depend on what is known as the Generation 50plus - the
seniors in the population who have the greater spending power. This
affects all aspects of retailing, including communication, advertising,
media selection and sales promotion. This book addresses to retailers
and marketers, economists and students, and all interested parties.