Marketing research and the aged consumer: The need for a new perspective

The aged consumer movement represents a major social trend which has broad implications for marketers. While many of these implications are positive, there are aspects associated with this movement that may prove detrimental to business firms if not acted upon in a positive manner. Perhaps the most notable of the potentially detrimental aspects is the increased activity of aged organizations in pressuring government for legislation designed to provide them with a greater voice in the marketplace. As a result of the movement's political strength, government is becoming an active advocate for the aged consumer. The obvious danger to business as a result of these activities is the potential for increased restrictive legislation. Certainly, a defense against such efforts is for business to meet the consumer needs of the elderly market segment more effectively. Unfortunately, a review of current marketing activities in this area does not show that such efforts are being expended. To correct this situation it is recommended that marketers attack this problem in two directions (1) through organizational and policy changes and (2) through increased research efforts. Specific recommendations are suggested in each of these areas.