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