TP has pointed to very good article on "Meaning – The Big Challenge That Boomers Face Widely Overlooked in Marketing" over on the Ageless Marketing. Marketing, the piece argues, is overly focused on idealized pursuits of pleasure seeking and pain avoidance. However that goes against the needs and wants of middle aged and older adults:

Today’s 132 million middle-aged and older adults generally have more realistic and less self-centered images of their life’s meaning. While the young dream of what they want to be in the future, older people tend to strive to be what they want to be in the present. Much of that striving revolves around the pursuit and expression of life meaning.

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