Ageless Marketing: Strategies for Reaching the Hearts and Minds of the New Customer Majority

Today's richest market is in the new customer majorty - middle-aged and other adults who make up the biggest percentage of the buying public. Never before have adults 40 years and older been in the majority. Understanding this population and persuasively selling to it require a new kind of marketing research arsenal. results of a ground-breaking research project on the ageing boomer generation, detailing the core values, buying behaviours and emotional factors that distinguish the new customer majority. As more companies seek sales from multiple age groups, ageless marketing becomes critical to financial performance. Companies that master its subtleties have realized amazing profits. New Balance, for example, saw an annual rate of 25 per cent or more with its ageless marketing themes, even when the athletic shoe industry had shown no growth since 1997. lucrative market. Companies that want to tap into this important segment should gain insights into the characteristic values and motivations that trigger the New Customer Majority's spending choices. Wolfe and Snyder describe the challenges in marketing to this group, the stages and differences in their life experiences, and the ways to make meaningful marketing overtures. decisions for this market, why traditional ploys simply will not work, and how to create marketing campaigns that yield continuing customer satisfaction and brand loyalty.