Changing Demographics
Seniors: Fact and Fiction
Phil Clark
Summary by Heather
Patnode
Dr. Phil Clark is a professor in Human Development and Family Studies at the University of Rhode Island, and the Director of the Rhode Island Geriatric Education Center. The topic of his discussion was the senior market and common misconceptions that surround the aging market. The media portrays the elderly negatively more than positively.
| Negative Image | Positive Image |
|
|
Many stereotypes and attitudes are held about the older population. People view the 65-year-old and up population as sickly, stubborn, helpless, and forgetful. Older people are often categorized under the 4 "S’s" of the Geriatric Apocalypse, which includes: sick, senile, sedentary, and sexless. However, this growing population happens to be very active and positive about their lives. They are finding that they don’t feel old, and don’t want to be treated negatively.
Attitudes are slowly changing to a more positive image of the aging population. Marketers are recognizing that this population has needs for vastly different products, many of which include anti-aging and health-enhancing goods. Although the attitudes toward older people are changing, much improvement is still needed. Instead of convincing them that they need to look young in our youth obsessed society, we should commend them for their achievements and encourage them to stay active and involved.
As the cohort of older persons grow exponentially by 2030, a market catered toward them will be in great demand. They will require many specially designed products to cater to their changing bodies and lifestyles. This group is very heterogeneous, very large and will be able and willing to purchase products to enhance their lives. A successful businessperson or marketer who capitalizes on this population will encounter a very rewarding return on their investment.