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The "Matures" are the generations that camethere is an increase in the number of
along between 1909 and 1945. Born to andfemale-headed households in this group. Many
tempered by economic uncertainty, olderhave substantial sums of money in cash
Matures were nurtured by the New Deal andequivalents. They are good prospects for
served in the mightiest armed force fieldedtravel services, restaurants and leisure
by any nation. The Matures' core values are aactivities, as well as estate planning and,
roll call of traditional American culture:increasingly,  long-term  care  products.
Honor; optimism, selflessness, dedication to
a higher purpose (self-sacrifice equals- Age 74 - 84: People in the 75-to-84 age
virtue).group have been classified as the "young
old"--though you'll find that many women
Having made the World safe for democracy, theprefer 'of a certain age,' especially if you
men and women whom we now refer to as thedon't want a hatbox in the face, cautions the
"Matures" attended college on the G.I. Bill,New  York  Times.
opened businesses, raised families...and saw
the Marshall Plan rebuild Europe from theThe 9 million people in this age bracket
ground  up  (many  as  participants!).represent assets worth close to $100 billion.
Concerned with the possibility of serious
Shared  Experiences  --  Seeing  is Believingillness, their priority is health care and
maintaining their independence despite
As a result of these shared experiences,greater difficulty with routine tasks. There
Matures tend to believe in the ability ofare many more women than men in this group;
institutions and people with expertise andthey spend 25% of their incomes on health
the will to achieve to solve problems and getservices, and tend to invest heavily in cash
things done. Still, like other people, theequivalents, saving their money instead of
Matures want options and need to know thespending  it.
long-term benefits of the things they buy and
buy into. While they may have a soft spot for- Over 85: People over 85 are now the
their own grandkids, at heart these peoplefastest-growing segment of the Mature market
are unemotional pragmatists who distrustin percentage of growth. According to the New
marketing hype, resist canned sales tacticsYork Times, "The number of Americans who are
and insist on doing business with trusted85 or older is rising rapidly: The total
professionals with proven track records, notjumped 51 percent from 1980 to 1996, and is
just  anyone  claiming  to  be  an  "expert."expected to climb an additional 32 percent by
2005. Genontologists, not to mention
Mature  Market  Segmentsmarketers, already call this age group the
'oldest old'-an unfortunate moniker that
The Matures tend to think and associate withsounds only slightly better than 'prime of
people many years younger than themselves.geezerdom.'"
With that in mind, it is worthwhile to
understand the common characteristicsThirty years ago, many in this market segment
associated with the various age-based marketwere among those who moved into
segments that make up this large generationalfirst-generation retirement communities in
cohort and be prepared to help prospectsFlorida, Arizona and other Sun-Belt states,
address  age-specific  subjects:attracted by the offer of an "active
retirement lifestyle," replete with
- Age 50 - 64: The 33 million pre-retireesyear-round golf, swimming pools, bridge at
between ages 50 to 64 control assets worththe clubhouse. More recently, these
approximately $575 billion and have theestablishments have been busily reinventing
highest disposable income of any age group.themselves to accommodate the growing number
This age group has a self-image of a muchof now-elderly retirees, doing everything
younger generation, is concerned withfrom making home health care available to
appearance, fitness, nutrition andinstalling elevators in no-longer accessible
self-fulfillment. They are good prospects fortwo-story buildings, and turning up the
exercise equipment, cosmetics, luxury cars,lights in the bingo hall. Many offer services
financial services, investment advice andto residents who are taking the next
travel. While there are more or less equalinevitable steps to full-time nursing home
numbers of men and women in this age group,care.
many are new grandparents and spend a lot of
money  on  their  grandchildren.Many older Matures are caring for friends and
family on their own through programs in
Also among this group are members of thechurches and temples. "Forty million
"Sandwich Generation." That is, youngerAmericans are 60 and older. 'Senior
Matures and older Boomers who may still haveCompanion' programs, and others like it, both
children in college and are in the midst offormal and informal, were formed to improve
planning for retirement, but who also findthe lives of the elderly...The relationships
themselves having to provide a certain amountthey foster may even allow seniors to stay in
of financial support and make importanttheir own homes longer, which is better for
decisions for their own parents. To keepthem and less expensive for
themselves marketable some people in thiseverybody...Seniors who help others get as
situation are going back to school lookingmuch out of it as those they help." (Source:
for additional income opportunities through"Companions in Caring," by Karen Long, Tampa
adult education (in effect, using what theyTribune).
learn at school tonight on the job tomorrow).
The adult children of Matures may understand
- Age 65 - 74: The 17 million people in thistheir parents' need for financial security
market segment control assets worthplanning, but may be reluctant to urge action
approximately $195 billion. Largely, but notfor fear of coming across as a bit too eager
entirely, retired now, most have a great dealabout their own inheritances, suggests Elaine
of free time; yet they are still very activeFloyd, CFP of Bellingham, Washington, author
and are concerned about diet and health, andof J.K. Lasser's Investor's Tax Guide. It
are very sensitive about being excluded frommight help to have friends their parents' age
society.who have already done their own planning
bring the subject up and help them see the
They tend to choose lighter foods, uselight.
prescription medications, and buy services
that help them accomplish daily chores.If it works, why not?
Because most women still outlive most men,



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