This article is based on a research conducted by Mc Kinsey on French consumers and published in HBR : http://s.hbr.org/c1I7Q0
Mature consumers will impose pressure on consumption growth and dramatically change the consumer landscape.
At 50+ we can now consider that we are starting living our second life. At that age we usually have enough wealth, still healthy, sexy and many “seniors” that age look for radical changes in their lives when they reach that magic number.
Yet In the corporate world people who reach that age are considered obsolete, non adaptable and waiting for retirement. This is not true anymore and like the Gen Y starting their career now, 50+ are looking for exciting lives, adventures, entrepreneurship, green or humanitarian causes worth to spend their time, energy and money.
Those mature consumers will choose brands they love, they will be more and more sociable and connected by using the internet and other instant communication tools at the speed of global changes in the world village.