Stage (Not Age)

CHAPTER 5

Identifying the Customer

Products and services for the longevity market will need to accommodate a multigenerational customer base. More than in other markets, the end user, the customer, and the payer will vary, sometimes being three separate entities for one product. Significantly, at certain stages, an unpaid caregiver such as a family member will more often influence or actually purchase the product or service. Marketers must also recognize and eliminate ageist approaches to marketing.

After her divorce, Monica was the primary breadwinner for her family. She started a new catering company, including online sales of her famous cookies. She used the latest technology to scale her business and develop relationships with cost-efficient ...