REMAINING
                       RELEVANT
                                   to
                           The Silver Mark...
“OK, we know
                   populations are
                      ageing….

 © Silver Group 2010

Thursday, August 5, ...
“.... we don’t want
         to become a brand
          for old people.....”

 © Silver Group 2010

Thursday, August 5, 2...
“…. where to
                             begin?”


 © Silver Group 2010

Thursday, August 5, 2010
PSYCHOLOGY


                PHYSIOLOGY
Thursday, August 5, 2010
DENIAL
 © Silver Group 2010

Thursday, August 5, 2010
Don’t call me old!
                          How do you think, feel and behave relative to your actual age?

             ...
the ‘new’ old



                 THINK        FEEL         LOOK

                           YOUNGER



 © Silver Group 20...
PSYCHOLOGY


                PHYSIOLOGY
Thursday, August 5, 2010
“What aspects of getting older
                                 most annoy you”?

                  Needing reading glasse...
Silo
                                                       AGE
                                                     SPECI...
why age-neutral?


                   don’t want to buy ‘old people’s’
                    products
                   exp...
understand, measure, and remove
               the barriers with (older) customers




 © Silver Group 2010

Thursday, Aug...
the customer journey



                                         Explore	
  /	
  
                                        ...
making the connections



                                    +                     =
                                    ...
becoming ‘age-neutral’ keeps companies
               relevant to customers as they age, without
               alienating...
REMAINING
             RELEVANT
                                   to
                           The Silver Market



    ...
Connecting you to the 50+ market



                              http://www.silvergroup.asia
                           h...
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Being Age Neutral

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While the explosion of older consumers worldwide presents opportunities for new products specifically designed for them, the larger, more compelling need is to understand the physiological effects of ageing and design this into everyday products. By doing this, brands and businesses can remain relevant to their customers as they age.

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Being Age Neutral

  1. 1. REMAINING RELEVANT to The Silver Market © Silver Group 2010 Thursday, August 5, 2010
  2. 2. “OK, we know populations are ageing…. © Silver Group 2010 Thursday, August 5, 2010
  3. 3. “.... we don’t want to become a brand for old people.....” © Silver Group 2010 Thursday, August 5, 2010
  4. 4. “…. where to begin?” © Silver Group 2010 Thursday, August 5, 2010
  5. 5. PSYCHOLOGY PHYSIOLOGY Thursday, August 5, 2010
  6. 6. DENIAL © Silver Group 2010 Thursday, August 5, 2010
  7. 7. Don’t call me old! How do you think, feel and behave relative to your actual age? 5 ~ 10 years younger 60% 45% 30% 15% 0% Australia China India Japan Singapore HK SilverPoll™ Jan 2009 © Silver Group 2010 Thursday, August 5, 2010
  8. 8. the ‘new’ old THINK FEEL LOOK YOUNGER © Silver Group 2010 Thursday, August 5, 2010
  9. 9. PSYCHOLOGY PHYSIOLOGY Thursday, August 5, 2010
  10. 10. “What aspects of getting older most annoy you”? Needing reading glasses Get tired more easily Not having the physical energy and strength of my youth Being categorized as an old person The difference between the person I am and the person I see in the mirror Others 25% 17% 9% 17% 14% 19% SilverPoll™ Jan 2009 © Silver Group 2010 Thursday, August 5, 2010
  11. 11. Silo AGE SPECIFIC Pre Teens Young Older Silvers age-neutral Adults Adults AGE SPECIFIC © Silver Group 2010 Thursday, August 5, 2010
  12. 12. why age-neutral? don’t want to buy ‘old people’s’ products expect an age-neutral purchasing experience. Not one optimised for younger people © Silver Group 2010 Thursday, August 5, 2010
  13. 13. understand, measure, and remove the barriers with (older) customers © Silver Group 2010 Thursday, August 5, 2010
  14. 14. the customer journey Explore  /   Research Deciding  /  Shopping Need  trigger Preparing  for   Are You Ready? consump9on Consuming Post-­‐  Consump9on © Silver Group 2010 Thursday, August 5, 2010
  15. 15. making the connections + = An 18 effects Customer assessment of ageing journey of age-neutrality PHYSICAL ONLINE COMMUNICATIONS operational analysis SENSORY prioritised action plan COGNITIVE PHONE SALES/SUPPORT PRODUCT RETAIL © Silver Group 2010 Thursday, August 5, 2010
  16. 16. becoming ‘age-neutral’ keeps companies relevant to customers as they age, without alienating younger segments physiological ageing is relentless and impacts: ➡all customer touch points ➡ new product design ➡ marketing communications an audit will identify the barriers © Silver Group 2010 Thursday, August 5, 2010
  17. 17. REMAINING RELEVANT to The Silver Market Connecting you to the 50+ market © Silver Group 2010 Thursday, August 5, 2010
  18. 18. Connecting you to the 50+ market http://www.silvergroup.asia http://www.silvergroup.asia/blog email: kim@silvergroup.asia © Silver Group 2010 Thursday, August 5, 2010
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