Mature Audiences: One person will turn 50 in the United States every 7.5 seconds for the next 18 years! The U.S. Census Bureau projects there are 25.3 million Americans between ages of 50-59, and expect that figure will jump to 37.7 million by 2006. "This aging population is growing and it is one of the most important things for retailers to recognize" says Caroline Johnson, International Mass Retail Association (IMRA). Suddenly, for the first time in the history of modern commerce, the "mature" audience s larger than any other market segment, has more money and promises greater lifetime value---even if you don’t capture them until they retire. "Older individuals are no longer a niche, they’re your future," according to John Nielsen, Sandcastle, a Minneapolis based marketing communications firm specializing in targeting the mature adult.
· People in their 50’s also made up the largest group of new entrepreneurs in 1996.
· Those over 50 help raise more than 14 million children while offering millions of dollars of financial help to their children and grandchildren every year.
· This is the most wealthy and healthy generation ever; they want to
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