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.

1. REMAINING
RELEVANT
to
The Silver Market
© Silver Group 2010
Thursday, August 5, 2010

2. “OK, we know
populations are
ageing….
© Silver Group 2010
Thursday, August 5, 2010

3. “.... we don’t want
to become a brand
for old people.....”
© Silver Group 2010
Thursday, August 5, 2010

4. “…. where to
begin?”
© Silver Group 2010
Thursday, August 5, 2010

5. PSYCHOLOGY
PHYSIOLOGY
Thursday, August 5, 2010

6. DENIAL
© Silver Group 2010
Thursday, August 5, 2010

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. the ‘new’ old
THINK FEEL LOOK
YOUNGER
© Silver Group 2010
Thursday, August 5, 2010

9. PSYCHOLOGY
PHYSIOLOGY
Thursday, August 5, 2010

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. Silo
AGE
SPECIFIC
Pre Teens Young Older Silvers
age-neutral Adults Adults
AGE
SPECIFIC
© Silver Group 2010
Thursday, August 5, 2010

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. understand, measure, and remove
the barriers with (older) customers
© Silver Group 2010
Thursday, August 5, 2010

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. 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. 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. REMAINING
RELEVANT
to
The Silver Market
Connecting you to the 50+ market
© Silver Group 2010
Thursday, August 5, 2010

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