Marketing to older adults: an updated overview of present knowledge and practice

The changing demographics and the aging of the population are affecting the age composition of consumer markets. This, in turn, creates opportunities and challenges for organizations serving consumer markets. This article reviews some corporate challenges and opportunities facing the corporate American due to the aging marketplace. A list of actionable guidelines suggested for strategy development. These guidelines are based on present knowledge about the mature market. While the effectiveness of the recommended strategies is likely to vary across situations and sub‐segments, it is hoped that they would be effective in most settings.