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- Report
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Ageless marketing: from goods to experiences
- 15/02/2010
Creative Commons, allenjaelee (2009) ©Scope
The zeitgeist, or the spirit of the population, is being disproportionately driven by people within five years of the median age in the United States, which today is 45 years of age. For the first time in our history the majority of our citizens are in the years when the self-actualisation needs identified by Abraham Maslow strongly influence our behaviour.
‘The Ageless Market,’ a term coined by David B. Wolfe, refers to “the aggregate of people in the population for whom perceptions of age have become relatively meaningless in [their] self definition, lifestyles and attitudes” (1). In other words, these are self-actualised consumers.
In her second article for Canvas8, Lori Bitter delves deeper into the concept of Ageless Marketing, arguing for a ‘self actualisation’ approach that responds to the Boomer desire for experiences over goods.
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