Now 25% off the original sale price of $2,750.
This updated report provides detailed insight into the motivations, aspirations and challenges of the nation's 58 million adults who are 55 and older. The report documents the unprecedented growth of this population group, explains the similarities and differences in its three distinct segments and provides detailed coverage of the surprising consumer behavior of this mostly affluent group. The report includes statistics on wealth, education, marital status, healthcare issues, living arrangements, housing options, travel preferences, media consumption and consumer expenditures in categories ranging from gifts to groceries. Just as important, the report examines the changing values that motivate behavior, as well as the cultural imprinting that serves as cues for reaching different generations of mature consumers. The report also presents examples of advertising campaigns that successfully target their intended mature or senior audiences.

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