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Sunday, July 30, 2006

Trend: Robust Aging

NY Times begins the first of a series of reports looking at the science of aging. Subsequent articles will explore the genetics of aging, body image and frailty, and who ages well and why.

The big takeaway: despite our rising obesity and other malignant disease issues, really, we're way better off and living longer than our ancestors. What isn't addressed by these science articles is the big implication all these better bodies and longer living will have on how we sell, and how we begin to create innovations that align with the values of the New Aging.

It is clear that the good times when marketers could invest all their attentions on a mythic free-spending and sexy youth will be compromised. The new money will be with the aged and every industry will have to cater to the needs of those damned baby boomers, again. And that means Matlock TV marathons and fuddy barcoloungers will no longer do the trick to engage the older dollar.

click the charts to enlarge

2 comments:

Lachlan said...

There is something cool, and perhaps not a little funny, in the opposition of business today:

"downsized"
"lean and mean"
"speed to market"
"cost engineered"
"flexible"
"adaptable"

and the reality of their own people and customers.

El Gaffney said...

a little over 2 inches taller than 1850, but over 50 lbs heavier. much higher percentage weight than height increase. makes you wonder if United would have been smarter to put its "more legroom" product development $ into a different innovation—and possibly more compelling and definitely more fun to communicate—for the evolving man; that is, "more assroom".