Seniority Rules
Appealing to the over-65 crowd
By Elizabeth Goodgold • May 5, 2006 Originally published Oct 10, 2003
Opinions expressed by Entrepreneur contributors are their own.
According to the Census Bureau, people age 65 and older now makeup 12 percent of the population but account for more than 48percent of discretionary purchases. So how can you make your storesenior-friendly?
Candace Corlett, director of the 50+ Marketing DirectionsService at WSL Strategic Retail, a marketing consulting firm inNew York City, cautions entrepreneurs who might be consideringputting resting chairs in their stores or a cozy gray-haired couplein their ads. "We are in a new age of aging," she says."Marketers need to show people as they want to be seen, fullof vitality and reflecting their realisticaspirations."
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