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Senior Year

Is the senior market coming of age in 2002? It is . . . if you know how to reach it.

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This story appears in the December 2001 issue of Entrepreneur. Subscribe »

Aging baby boomers may fuel the senior market's growth, but they're not the only segment out there. "Generational marketing recognizes that every individual is shaped by the history he or she lived through," says Ann Fishman, president of Generational Targeted Marketing, a New Orleans marketing firm that focuses on generational characteristics, and former fellow for the U.S. Senate Special Committee on Aging. That means there are three distinct groups of seniors you should market to:

GI Generation, 1900-1924 (ages 77-100). Growing up in WWI and the Depression, they'll always be financially conservative. They weren't able to be "kids," and now make up for it with travel, painting and other leisurely activities. They respond to customer service as well as prepackaged travel and "senior" promotions and accommodations (easy-to-enter showers, early-bird meal deals, etc.)

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