The New Middle Age - Who They Are, What They Want, And How To Market To Them

Arthur Levine

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How people consider what part of the age spectrum they are in is changing rapidly as Baby Boomers start turning sixty. With the advent of new health initiatives and drugs, many people in their fifties, sixties, and even seventies faced with the prospect of living longer healthier lives no longer think of themselves as seniors. They consider themselves part of the new middle age – a group that in their minds spans from fifty to seventy-five plus.

Post Baby Boomers have little interest in full retirement. They want to continue to work, prosper and enjoy themselves. Many of them want a change in career. Their desires vary from wanting to be consultants to owning their own businesses. Some want to work less and have more leisure time. Others are more interested in doing something that they really want to do than how much of their time the new project occupies.

One reason they commonly give for wanting to continue to work is because they have faith that they can be effective. They feel good, have plenty of energy, and believe they have a valid, experience based, reason to be a productive part of our society.

Employers are not fully prepared for this new middle class, but those that are attempting to make the adjustment in corporate thinking are learning how valuable these new middle age employees can be. Many companies now prefer to hire older people on an outsourced, part time, consulting basis, finding their experience and level headed thinking makes them valuable additions to their workforce.

The new middle class is surprising corporate executives with their inquisitiveness and desire to learn new things. They are terrific consumers who know what they want and appreciate a good value. Contrary to current opinion they are likely to switch brands if they perceive a better value. They have a keen interest in health related issues.

This new middle age grouping has substantial funds to invest and to spend. Those interested in marketing to them should be aware that they tend to be interested in holistic, financial, and leisure products and have a short attention span.

They are more responsive to emotional rather than reasoned pitches, and are more prone to make their buying decisions based on instinct. It pays to get right to the point with them, as their attention span is limited, while at the same time employing a soft sell.

This group doesn’t want to be pushed or feel like they are being hustled. Having a sense of humor doesn’t hurt either, that’s how they got to be part of the new middle aged.

Please feel free to use this article as long as credit is given to the resource box.
© Copyright Arthur Levine 2006

Arthur Levine is a freelance writer of articles, sales letters, and press releases who always includes an element of faith in his writing. He is the author of The Magic of Faith and a Ghostwriter. Check out more of his writing at his Website: and at his blog .


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