When it comes to population growth and life expectancy, sociologists, economists, politicians long expected - and often worried about in terms - a trend of aging that in thirty years could lead to reverse the age pyramid: in 2040 those over 55 will double compared to young under 24.
But if these experts gave a look at recent data on the cultural evolution and consumption of the elderly, to abandon the stereotypes of marginality that until now have given. and discover a new identikit of the "senior" : a 60 year old who wears jeans, pay with cash, use the phone, is interested in politics. A man with grown children and now gone, which has finally paid off the loan and now decide to enjoy a little 'trip or indulge in some savings - why not? - A beauty treatment. And maybe you re-enroll at the university and learn how to use the Internet.
short, far from being a stubborn old man to the modern and culturally passive and I can say I recognize in this description! I am 55 years old and fall into the category of baby-boomers, that generation daughters of the expansion of the '50s and '60s, with good disposable income, hedonism and participatory . Although not born with the digital now interact with the iPad, a telephone with a smartphone, I participate in cultural activities, travel for business and pleasure.
Basically, while I recognize myself in the consumer sectors of the 'active aging', on the other often do not feel represented by the image of the over 50 dashed by the media: marketing among the first, then , will turn the spotlight on this segment of the population and adopt new languages \u200b\u200b targeted to target senior .
that will need to start considering the target as a pool of mature consumers on the rise: here are concentrated in higher income brackets and willingness to buy , con specifiche esigenze di consumo – anche ludiche e legate al tempo libero - ai quali il mercato dovrà rispondere con un linguaggio nuovo. I segmenti maturi non sono più solamente i recettori passivi del nuovo ma, al contrario, possono diventarne protagonisti e divulgatori .
Nel prossimo futuro, dunque, sarà l’"aging attivo" a far girare l’economia?
Basically, while I recognize myself in the consumer sectors of the 'active aging', on the other often do not feel represented by the image of the over 50 dashed by the media: marketing among the first, then , will turn the spotlight on this segment of the population and adopt new languages \u200b\u200b targeted to target senior .
that will need to start considering the target as a pool of mature consumers on the rise: here are concentrated in higher income brackets and willingness to buy , con specifiche esigenze di consumo – anche ludiche e legate al tempo libero - ai quali il mercato dovrà rispondere con un linguaggio nuovo. I segmenti maturi non sono più solamente i recettori passivi del nuovo ma, al contrario, possono diventarne protagonisti e divulgatori .
Nel prossimo futuro, dunque, sarà l’"aging attivo" a far girare l’economia?