Development of the Generation 50plus

The phenomenon of radical demographic revolution taking place in industrialcountries is about to change the age structure drastically. The German populationis increasingly ageing and will consist of more old people than youngerpeople in the very near future. In conjunction with the rising expectancy oflife the today's Generation 50plus and their values and needs have greatlychanged from those of people aged 50 in the past and have further major implicationsfor market trends.The author Kristin Klebl analyzes the Generation 50plus and looks at thechanges which retailers and marketers will have to make to adapt to the rapidlychanging face of the consumer. Due to the increasing attractiveness ofthe mature market their future survival will increasingly depend on what isknown as the Generation 50plus - the seniors in the population who have thegreater spending power. This affects all aspects of retailing including communicationadvertising media selection and sales promotion.This book addresses to retailers and marketers economists and students andall interested parties.