Sizing Up Consumers in the Aging Population

With half of the planet expected to be 50+ by 2030, it’s high time that marketers stop looking at the aging population as one homogenous consumer segment, according to Natural Marketing Institute (NMI). “It’s necessary to recognize that aging is a multidimensional experience, defined by a full range of lifestyle factors and emotions that transcend even the state of one’s physical health,” said Maryellen Molyneaux, NMI president. According to the firm, these health adjacencies can include community, nutrition, fitness, healthcare, finances, retirement and lifestyle among many others. ”They are keys to truly understanding the vast and customized market opportunities within healthy aging,” she said.