| The "Matures" are the generations that
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| | money in cash equivalents. They are good
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| came along between 1909 and 1945. Born to
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| | prospects for travel services,
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| and tempered by economic uncertainty,
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| | restaurants and leisure activities, as
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| older Matures were nurtured by the New
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| | well as estate planning and,
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| Deal and served in the mightiest armed
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| | increasingly, long-term care
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| force fielded by any nation. The Matures'
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| | products.- Age 74 - 84: People in the
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| core values are a roll call of
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| | 75-to-84 age group have been classified
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| traditional American culture: Honor;
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| | as the "young old"--though you'll find
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| optimism, selflessness, dedication to a
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| | that many women prefer 'of a certain
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| higher purpose (self-sacrifice equals
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| | age,' especially if you don't want a
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| virtue).Having made the World safe for
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| | hatbox in the face, cautions the New York
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| democracy, the men and women whom we now
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| | Times.The 9 million people in this age
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| refer to as the "Matures" attended
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| | bracket represent assets worth close to
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| college on the G.I. Bill, opened
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| | $100 billion. Concerned with the
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| businesses, raised families...and saw the
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| | possibility of serious illness, their
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| Marshall Plan rebuild Europe from the
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| | priority is health care and maintaining
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| ground up (many as participants!).Shared
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| | their independence despite greater
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| Experiences -- Seeing is BelievingAs a
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| | difficulty with routine tasks. There are
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| result of these shared experiences,
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| | many more women than men in this group;
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| Matures tend to believe in the ability of
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| | they spend 25% of their incomes on health
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| institutions and people with expertise
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| | services, and tend to invest heavily in
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| and the will to achieve to solve problems
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| | cash equivalents, saving their money
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| and get things done. Still, like other
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| | instead of spending it.- Over 85: People
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| people, the Matures want options and need
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| | over 85 are now the fastest-growing
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| to know the long-term benefits of the
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| | segment of the Mature market in
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| things they buy and buy into. While they
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| | percentage of growth. According to the
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| may have a soft spot for their own
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| | New York Times, "The number of Americans
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| grandkids, at heart these people are
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| | who are 85 or older is rising rapidly:
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| unemotional pragmatists who distrust
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| | The total jumped 51 percent from 1980 to
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| marketing hype, resist canned sales
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| | 1996, and is expected to climb an
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| tactics and insist on doing business with
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| | additional 32 percent by 2005.
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| trusted professionals with proven track
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| | Genontologists, not to mention marketers,
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| records, not just anyone claiming to be
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| | already call this age group the 'oldest
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| an "expert."Mature Market SegmentsThe
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| | old'-an unfortunate moniker that sounds
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| Matures tend to think and associate with
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| | only slightly better than 'prime of
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| people many years younger than
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| | geezerdom.'"Thirty years ago, many in
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| themselves. With that in mind, it is
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| | this market segment were among those who
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| worthwhile to understand the common
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| | moved into first-generation retirement
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| characteristics associated with the
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| | communities in Florida, Arizona and other
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| various age-based market segments that
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| | Sun-Belt states, attracted by the offer
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| make up this large generational cohort
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| | of an "active retirement lifestyle,"
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| and be prepared to help prospects address
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| | replete with year-round golf, swimming
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| age-specific subjects:- Age 50 - 64: The
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| | pools, bridge at the clubhouse. More
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| 33 million pre-retirees between ages 50
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| | recently, these establishments have been
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| to 64 control assets worth approximately
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| | busily reinventing themselves to
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| $575 billion and have the highest
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| | accommodate the growing number of
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| disposable income of any age group. This
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| | now-elderly retirees, doing everything
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| age group has a self-image of a much
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| | from making home health care available to
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| younger generation, is concerned with
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| | installing elevators in no-longer
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| appearance, fitness, nutrition and
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| | accessible two-story buildings, and
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| self-fulfillment. They are good prospects
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| | turning up the lights in the bingo hall.
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| for exercise equipment, cosmetics, luxury
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| | Many offer services to residents who are
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| cars, financial services, investment
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| | taking the next inevitable steps to
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| advice and travel. While there are more
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| | full-time nursing home care.Many older
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| or less equal numbers of men and women in
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| | Matures are caring for friends and family
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| this age group, many are new grandparents
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| | on their own through programs in churches
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| and spend a lot of money on their
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| | and temples. "Forty million Americans are
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| grandchildren.Also among this group are
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| | 60 and older. 'Senior Companion'
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| members of the "Sandwich Generation."
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| | programs, and others like it, both formal
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| That is, younger Matures and older
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| | and informal, were formed to improve the
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| Boomers who may still have children in
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| | lives of the elderly...The relationships
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| college and are in the midst of planning
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| | they foster may even allow seniors to
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| for retirement, but who also find
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| | stay in their own homes longer, which is
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| themselves having to provide a certain
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| | better for them and less expensive for
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| amount of financial support and make
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| | everybody...Seniors who help others get
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| important decisions for their own
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| | as much out of it as those they help."
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| parents. To keep themselves marketable
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| | (Source: "Companions in Caring," by Karen
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| some people in this situation are going
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| | Long, Tampa Tribune).The adult children
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| back to school looking for additional
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| | of Matures may understand their parents'
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| income opportunities through adult
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| | need for financial security planning, but
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| education (in effect, using what they
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| | may be reluctant to urge action for fear
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| learn at school tonight on the job
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| | of coming across as a bit too eager about
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| tomorrow).- Age 65 - 74: The 17 million
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| | their own inheritances, suggests Elaine
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| people in this market segment control
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| | Floyd, CFP of Bellingham, Washington,
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| assets worth approximately $195 billion.
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| | author of J.K. Lasser's Investor's Tax
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| Largely, but not entirely, retired now,
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| | Guide. It might help to have friends
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| most have a great deal of free time; yet
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| | their parents' age who have already done
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| they are still very active and are
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| | their own planning bring the subject up
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| concerned about diet and health, and are
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| | and help them see the light.If it works,
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| very sensitive about being excluded from
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| | why not?Want More? Send questions and
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| society.They tend to choose lighter
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| | comments to w..Bill Willard, President of
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| foods, use prescription medications, and
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| | Willard Associates, has over 30-years
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| buy services that help them accomplish
| |
| | experience providing high-impact written
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| daily chores. Because most women still
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| | communications to small-business owners
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| outlive most men, there is an increase in
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| | and independent professionals. A Phi Beta
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| the number of female-headed households in
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| | Kappa and former managing editor, he
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| this group. Many have substantial sums of
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| | lives in Clearwater, FL. - w.
|
