Summary of Marketing to the Ageing Consumer

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Marketing to the Ageing Consumer book summary


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Many companies boast about their devotion to customers and yet fail to address their senior consumers’ special needs. This is an unsound policy because the market is greying quickly. Before long, older consumers will make up the most significant marketing demographic. Dick Stroud and Kim Walker, marketing consultants who specialize in serving older customers, spell out why and how companies and government agencies should orient their programs, promotions and products to accommodate consumers in the 50-plus market. getAbstract recommends this timely, informative manual to marketers selling products and services to older consumers.

In this summary, you will learn

  • What demographics teach about aging consumers,
  • Why companies should focus on older consumers and
  • How you can make your firm “age friendly.”

About the Authors

Consultant, lecturer and writer Dick Stroud wrote The 50-Plus Market. Kim Walker is the founder and CEO of Silver, a business consultancy that advises clients about aging.



An Aging World
The ratio of older people to younger people increases every single day. Emerging older consumers include the enormous US baby boomer generation. In 2006, Ben Bernanke, the chairman of the US Federal Reserve, stated that no societal issue is more pervasive than “population...

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