APPENDIX
Stage Segmentation: The Eighteen Stages
Older adults are not a single market. When considering entering a longevity market, consider any number of stages the target consumer may be in. Keep in mind that they may be in more than one stage and that they may be a longevity customer even if they’re not over sixty—as a caregiver, for example.
Table A-1, which I am reproducing from the table in chapter 2, presents my approach to the stages, but there are other stages. You may invent your own stages as well, basing them on your understanding of your customers.
TABLE A-1
The eighteen stages of life
Demographic Segmentation: The Five Quarters ...
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