seniors- marketing's unwanted?

10/13/2004 07:33:00 PM
Perhaps it's time to re-consider the marketing viability of Seniors. An article in the latest issue of Newsweek highlights the trend for seniors to return to urban centers after years in the suburbs. It suggests that seniors desire to not only remain active citizens, but also consumers. Simply, they are finding the suburbs boring and are craving entertainment and socialization.

http://msnbc.msn.com/id/6160422/site/newsweek/

This trend is great news for coffee chains like Starbucks and the fast casual restaurant chains who provide quality social environments. It also indicates that civic amenities like libraries and arts institutions could see a surge in membership and attendance.

The City of Seattle's new library designed by Rem Koolhaas is one example of a re-imagined civic amenity. It's seen a surge in membership and captured the imagination of Seattle's citizens because it re-interprets the concept of the library, turning it into both a social and multi-media center.

http://www.npr.org/templates/story/story.php?storyId=1906844

For brands, there could be opportunities to appeal to maturing Baby-Boomers and Seniors by combining entertainment, interests/hobbies and socialization to create new experiences: Starbucks's Hear Music is one example, cinema chains have the opportunity to examine their concept and re-configure accordingly and as an example, imagine a brand like HP launching photo experience centers in downtown areas, places where people can learn, share, print and display their photographs.

http://www.twincities.com/mld/pioneerpress/news/local/9821812.htm?1c
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