being age neutral
DESCRIPTION
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.TRANSCRIPT
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REMAININGRELEVANT
toThe Silver Market
Thursday, August 5, 2010
© Silver Group 2010
“OK, we know populations are
ageing….
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“.... we don’t want to become a brand for old people.....”
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“…. where to begin?”
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PHYSIOLOGY
PSYCHOLOGY
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DENIALThursday, August 5, 2010
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Don’t call me old!How do you think, feel and behave relative to your actual age?
SilverPoll™ Jan 2009
0%
15%
30%
45%
60%
Australia ChinaIndia
JapanSingapore
HK
5 ~ 10 years younger
Thursday, August 5, 2010
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the ‘new’ old
THINK FEEL LOOK
YOUNGERYOUNGERYOUNGER
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PHYSIOLOGY
PSYCHOLOGY
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“What aspects of getting older most annoy you”?
17%
17%
19%14%
9%
25%
Needing reading glassesGet tired more easilyNot having the physical energy and strength of my youth Being categorized as an old personThe difference between the person I am and the person I see in the mirrorOthers
SilverPoll™ Jan 2009
Thursday, August 5, 2010
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Pre Teens Young Adults
Older Adults
Silvers
AGESPECIFIC
AGESPECIFIC
Silo
age-neutral
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why age-neutral?
don’t want to buy ‘old people’s’ products
expect an age-neutral purchasing experience. Not one optimised for younger people
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understand, measure, and remove the barriers with (older) customers
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Explore / Research Deciding / Shopping
Preparing for consump9on
Consuming
Post-‐ Consump9on
Need trigger
the customer journey
Are You Ready?
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making the connections
PHYSICAL
SENSORY
COGNITIVE
ONLINE
COMMUNICATIONS
PHONE SALES/SUPPORT
PRODUCT
RETAIL
18 effects of ageing
Customerjourney
An assessment
of age-neutrality+ =
operational analysisprioritised action plan
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becoming ‘age-neutral’ keeps companies relevant to customers as they age, without alienating younger segmentsphysiological ageing is relentless and
impacts:➡all customer touch points➡new product design➡marketing communications
an audit will identify the barriers
Thursday, August 5, 2010
© Silver Group 2010
Connecting you to the 50+ market
REMAININGRELEVANT
toThe Silver Market
Thursday, August 5, 2010
© Silver Group 2010
http://www.silvergroup.asiahttp://www.silvergroup.asia/blog
email: [email protected]
Connecting you to the 50+ market
Thursday, August 5, 2010