Being Age Neutral
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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 ...

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 Being Age Neutral Presentation Transcript

  • REMAINING RELEVANT to The Silver Market © Silver Group 2010 Thursday, August 5, 2010
  • “OK, we know populations are ageing…. © Silver Group 2010 Thursday, August 5, 2010
  • “.... we don’t want to become a brand for old people.....” © Silver Group 2010 Thursday, August 5, 2010
  • “…. 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? 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
  • the ‘new’ old THINK FEEL LOOK YOUNGER © Silver Group 2010 Thursday, August 5, 2010
  • PSYCHOLOGY PHYSIOLOGY Thursday, August 5, 2010
  • “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
  • Silo AGE SPECIFIC Pre Teens Young Older Silvers age-neutral Adults Adults AGE SPECIFIC © Silver Group 2010 Thursday, August 5, 2010
  • 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
  • understand, measure, and remove the barriers with (older) customers © Silver Group 2010 Thursday, August 5, 2010
  • 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
  • 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
  • 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
  • REMAINING RELEVANT to The Silver Market Connecting you to the 50+ market © Silver Group 2010 Thursday, August 5, 2010
  • 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