81 jaar +2,3 jaar

Working ‘till 80.

55-60 61-65 66-70 71-75 76+

32% 39% 64% 73% 82%

Economist Intelligence Unit: A silver opportunity?

1970

1971

1972

1973

1974

1975

1976

1977

1978

1979

1980

1981

1982

1983

1984

1985

1986

1987

1988

1989

1990

1991

1992

1993

1994

1995

1996

1997

1998

1999

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

2015

2016

2017

2018

2019

2020

2021

2022

2023

2024

2025

2026

2027

2028

2029

2030

18-30 65+

McKinsey Global Institute: The global consumers to watch.

59%

McKinsey Global Institute: The global consumers to watch.

60+

Growth 2015-2030

59%

55+

Growth 2007-2030

Boston Consulting Group: Global aging.

86%

Is our marketing & communication up-to-speed?

Economist Intelligence Unit: Global Survey.

45

workforce/HR

42

overall corporate strategy

38

product development/R&

D

31

sales & marketing

3

other

14

none

Demographic evolution of commercial target groups.

34

1991 20160%

10%

20%

30%

40%

50%

60%

18-4445-71

Demographic evolution of commercial target groups.

In or out?

18-443,900,000 45-71 3,700,00027y 27y

18-54?

1991 20160%

10%

20%

30%

40%

50%

60%

18-4445-7118-54

49

Two tenacious myths.

1 45+ spend less

2 45+ don’t switch brands

45+. One target group?

No it isn’t...

the challengers

Employed

the experts

Retired peoplewith active

lifestyle2 or more active hobbies

orweekly care for grandchildren

the classics

Retired people without active

lifestyle

The numbers.the challengers the experts the classics

87%

13%

Myth one.

1 45+ spend less

FMCG spend.

1827

18-34

1848

18-44

1961

18-54

2582

45+

2390

challengers

2882

experts

Durable goods spend.

1312

18-34

1393

18-44

1579

18-54

1432

45+

1664

challengers

1462

experts

Myth two.

2 45+ don’t switch brands

Rogers’ innovation curve.

2,5% 13,5% 34% 34% 16%innovators early

adopters early majority late majority laggards

18-34 18-44 18-54 45+ Challengers Experts

29 30 30 28 29 29

71 70 70 72 71 71

Brand switch FMCG.

18-34 experts

Share of brand people are most loyal to

Share of other brands

18-34 18-44 18-54 45+ Challengers Experts

26 29 31 37 37 40

20 20 20

24 22 27

55 51 49 39 41 34

Brand switch durable goods.

don’t know

loyal

not loyal

So, what’s your choice?

55+

Growth 2007-2030

Boston Consulting Group: Global aging.

86%