Understanding The Mature Consumer

To communicate successfully with mature consumers you need to understand what makes them tick. Most people recognise that the mature market is not a single group – there are many, many ‘shades of grey’. They could be blowing their children’s inheritance on exotic holidays and flash cars or living on the breadline on the basic state pension. They hate being patronised and detest being targeted by age alone. And you thought talking to the mature consumer was going to be easy?