DIMENSIONS OF THE MATURE MARKET

Abstract

Misconceptions abound about the nature of mature market segments. Marketing to mature consumers does not mean marketing to the elderly, or to the poor. Our aging population is in a state of transition where long extensions of productive working lives will reshape product and market opportunities. Mature market segments represent growth markets with high discretionary consideration. While a significantly larger proportion of mature households will enjoy substantial income increases, their economic well-being is more directly associated with wealth, assets, and financial obligations. Their consumption behavior is shaped by the existence of a mate, and their physical and psychological mobility.