Marketing
Vibrant mature consumers are the top 20% of spenders in the 50-70 age group — it’s also a group that tends to be happier and more active than other mature consumers. Despite their ability to spend, they can be overlooked by retailers, brand marketers and even interior designers because they don’t drive trends and account for a lower percentage of overall consumer spending than younger generations.
We’re also seeing a generational shift in how people view shopping and buying. Why is this happening? Because the older generations were accumulators and the younger generations, well, not so much. we have a generation of accumulators shedding their belongings and not restocking. And we have younger generations who are less interested in shopping as sport and more worried about the environmental impact of their purchases. Oh, and they have relatively fewer financial resources than some previous generations at the same point in their lives.
With prices rising the past couple of years across virtually every category of goods and services, consumers are tired of paying more and more for the same thing — or, in the case of shrinkflation, paying the same amount for less product.
That makes receiving a small, unexpected gift from a company especially delightful right now.