This Packaged Facts report analyzes the market created by the 64 million consumers in the 55+ age group, who account for $2.4 trillion in buying power. The first section of the report provides a demographic overview of members of the 55+ population, including their economic status and family structure. The next section takes a comprehensive look at factors shaping the future of the 55+ market, such as increasing longevity and the changing role of work in later life. The report then offers an in-depth analysis of consumer attitudes and behavior of key segments within the 55+ market, including the first wave of aging Boomers (55- to 59-olds), 60+ workers, and fully retired 60+ consumers. An analysis of media usage and an assessment of marketing and advertising strategies are provided. The last section of the report includes a projection of the buying power of 55+ consumers and an analysis of strategic trends and opportunities.

As the aging of America accelerates over the next several decades, marketers of consumer goods and services will face unprecedented challenges to established ways of thinking about older consumers. As Americans live longer, they are creating new definitions of what it means to age. Research shows that only a small minority of Americans expects to retire “the old fashioned way.” Even now, people in the 60+ age group are less likely to retire to the golf course or shuffleboard court and are more likely to keep working or to try to chart new and more meaningful directions in their lives.

Report Methodology
The information in The U.S. Market for 55+ Consumers based on both primary and secondary research. Primary research involved interviews with experts, public relations and industry analysts in firms that specialize in ethnic market research. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature.

About the Authors
Dr. Robert Brown and Ms. Ruth Washton have written more than 20 Packaged Facts reports analyzing demographic trends and marketing strategies in key consumer segments. Topics have ranged from kids to mature consumers to multicultural groups such as Hispanics and African Americans. Dr. Brown and Ms. Washton have co-authored several Financial Times Business Reports on strategic business issues and have provided market and competitor intelligence studies for clients in a variety of industries. Dr. Brown has a B.S. from Georgetown University and a Ph.D. degree from The George Washington University. Ms. Washton has a B.A from Skidmore College and an M.A. from the State University of New York.

What You’ll Get in this Report
Find out why traditional retirement is on the way out and learn about the new retirement models taking its place. Discover how older Boomers are changing the 55+ market. Identify the differences in the attitudes and behavior of key segments in the 55+ market. Understand the growing gap between haves and have-nots among older Americans and what it means for marketers.

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

Scroll down to see a more detailed outline of the contents of this report.

How You Will Benefit from this Report
If your company is interested in reaching what will be the largest market in the country, you will find this report invaluable, as it provides a comprehensive package of information and insight about the 55+ population not offered in any other single source. You will gain a thorough understanding of the current demographic profile of the 55+ consumer. Contributing to that understanding will be a complete analysis of data from published and trade sources, and in-depth examinations of the economic and societal trends that influence the consumer behaviors of this large and influential segment of the population.

This report will help:

• Marketing Managers identify market opportunities and develop targeted promotion plans for 55+ consumers.
• Research and development professionals stay on top of competitor initiatives and explore demand for products targeting the 55+ population.
• Advertising agencies to develop messages and images that compel the 55+ consumer to purchase these products.
• Business development executives understand the dynamics of the market and identify possible partnerships.
• Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

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