Being Age Neutral

•

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While the explosion of older consumers worldwide presents opportunities for new products specifically designed for them, the larger, more compelling need is to understand the physiological effects of ageing and design this into everyday products. By doing this, brands and businesses can remain relevant to their customers as they age.

Business

REMAINING
RELEVANT
to
The Silver Market

© Silver Group 2010

Thursday, August 5, 2010

“OK, we know
populations are
ageing….

© Silver Group 2010

Thursday, August 5, 2010

“…. where to
begin?”

© Silver Group 2010

Thursday, August 5, 2010

PSYCHOLOGY

PHYSIOLOGY
Thursday, August 5, 2010

DENIAL
© Silver Group 2010

Thursday, August 5, 2010

Don’t call me old!
How do you think, feel and behave relative to your actual age?

5 ~ 10 years younger

60%

45%

30%

15%

0%

Australia
China
India
Japan
Singapore
HK
SilverPoll™ Jan 2009

© Silver Group 2010

Thursday, August 5, 2010

the ‘new’ old

THINK FEEL LOOK

YOUNGER

© Silver Group 2010

Thursday, August 5, 2010

“What aspects of getting older
most annoy you”?

Needing reading glasses
Get tired more easily
Not having the physical energy and strength of my youth
Being categorized as an old person
The difference between the person I am and the person I see in the mirror
Others

25% 17%

9% 17%

14%
19%
SilverPoll™ Jan 2009
© Silver Group 2010

Thursday, August 5, 2010

Silo
AGE
SPECIFIC

Pre Teens Young Older Silvers
age-neutral Adults Adults

AGE
SPECIFIC

© Silver Group 2010

Thursday, August 5, 2010

why age-neutral?

don’t want to buy ‘old people’s’
products
expect an age-neutral purchasing
experience. Not one optimised
for younger people

© Silver Group 2010

Thursday, August 5, 2010

understand, measure, and remove
the barriers with (older) customers

© Silver Group 2010

Thursday, August 5, 2010

the customer journey

Explore
/

Research
Deciding
/
Shopping

Need
trigger
Preparing
for

Are You Ready? consump9on

Consuming
Post-‐
Consump9on

© Silver Group 2010

Thursday, August 5, 2010

making the connections

+ =
An
18 effects Customer assessment
of ageing journey of
age-neutrality

PHYSICAL ONLINE

COMMUNICATIONS
operational analysis
SENSORY
prioritised action plan
COGNITIVE PHONE SALES/SUPPORT

PRODUCT

RETAIL

© Silver Group 2010

Thursday, August 5, 2010

becoming ‘age-neutral’ keeps companies
relevant to customers as they age, without
alienating younger segments
physiological ageing is relentless and
impacts:
➡all customer touch points
➡ new product design

➡ marketing communications

an audit will identify the barriers

© Silver Group 2010

Thursday, August 5, 2010

REMAINING
RELEVANT
to
The Silver Market

Connecting you to the 50+ market
© Silver Group 2010

Thursday, August 5, 2010

Connecting you to the 50+ market

http://www.silvergroup.asia
http://www.silvergroup.asia/blog

email: kim@silvergroup.asia

© Silver Group 2010

Thursday, August 5, 2010

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Being Age Neutral

5. PSYCHOLOGY PHYSIOLOGY Thursday, August 5, 2010

7. Don’t call me old! How do you think, feel and behave relative to your actual age? 5 ~ 10 years younger 60% 45% 30% 15% 0% Australia China India Japan Singapore HK SilverPoll™ Jan 2009 © Silver Group 2010 Thursday, August 5, 2010

9. PSYCHOLOGY PHYSIOLOGY Thursday, August 5, 2010

10. “What aspects of getting older most annoy you”? Needing reading glasses Get tired more easily Not having the physical energy and strength of my youth Being categorized as an old person The difference between the person I am and the person I see in the mirror Others 25% 17% 9% 17% 14% 19% SilverPoll™ Jan 2009 © Silver Group 2010 Thursday, August 5, 2010

11. Silo AGE SPECIFIC Pre Teens Young Older Silvers age-neutral Adults Adults AGE SPECIFIC © Silver Group 2010 Thursday, August 5, 2010

12. why age-neutral? don’t want to buy ‘old people’s’ products expect an age-neutral purchasing experience. Not one optimised for younger people © Silver Group 2010 Thursday, August 5, 2010

14. the customer journey Explore / Research Deciding / Shopping Need trigger Preparing for Are You Ready? consump9on Consuming Post-‐ Consump9on © Silver Group 2010 Thursday, August 5, 2010

15. making the connections + = An 18 effects Customer assessment of ageing journey of age-neutrality PHYSICAL ONLINE COMMUNICATIONS operational analysis SENSORY prioritised action plan COGNITIVE PHONE SALES/SUPPORT PRODUCT RETAIL © Silver Group 2010 Thursday, August 5, 2010

16. becoming ‘age-neutral’ keeps companies relevant to customers as they age, without alienating younger segments physiological ageing is relentless and impacts: ➡all customer touch points ➡ new product design ➡ marketing communications an audit will identify the barriers © Silver Group 2010 Thursday, August 5, 2010

17. REMAINING RELEVANT to The Silver Market Connecting you to the 50+ market © Silver Group 2010 Thursday, August 5, 2010

18. Connecting you to the 50+ market http://www.silvergroup.asia http://www.silvergroup.asia/blog email: kim@silvergroup.asia © Silver Group 2010 Thursday, August 5, 2010

Being Age Neutral

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