Men and women over 50 now make up 33% of the total U.S. population and 44% of the adult population but control more than 70% of total wealth. Due to the combination of rising longevity, declining fertility, and the aging of the Baby Boom generation, this group is now bigger than the entire market of most countries. As active and curious consumers, they are responsible for 53% of all food and grocery purchasing; 55% of all travel and leisure consumption; 56% of new car and truck purchasing; 68% of OTC drugs and 77% of all Rx drug consumption; and 78% of all retirement accounts. However, people 50+ only appear in 15% of advertisements and are disproportionately portrayed as old, sick, and homogenous.
Maddy will explain how to best target this massive, misunderstood, misrepresented, and wildly untapped new market. She’ll illustrate why 20th century notions of “lifetime brand loyalty,” “retirement,” and “seniors” have become obsolete and how with impending breakthroughs in precision medicine, living to 100+ will soon become commonplace. And she’ll provide a mind-stretching preview of the products, services, marketing, and advertising that will succeed at meeting the needs and aspirations of this new “Third Age” while eliminating the ageism that has impeded shareholder value for too long.
WHAT CLIENTS ARE SAYING
“Maddy was exceptional! She combines research driven data with poignant stories, humor and multi-media that bring the data alive for the audience.”
Siobhan Lane, Senior Vice President of Marketing & Gaming Operations N.A
“Maddy’s presentation was great! The topics resonated with our members and were very timely. The presentation was particularly engaging and made the members think about things in a different way for their work, their families, their lives.”
Karen Downer-Doyle, Vice President
U.S. Trust, Bank of America Private Wealth Management