Recent studies have focused on the emerging scenario of ‘active ageing’ as a series of positive actions aimed at fostering elderly adaptability by supporting emotionally close relationships and removing age-related structural barriers. Active ageing may be stimulated not only by leveraging technological and scientific innovations, but also by implementing new business strategies that reflect a better comprehension of elderly new roles and behaviours. To aid in that effort, through a literature review of marketing and management contributions across a five-decade period (1970–2020), this paper investigates elderly consumers’ new roles and related implications for business strategies, from a consumer behaviour perspective. Results present a structured classification of the most prominent streams of research by highlighting five promising changes (5Cs): changes in elderly consumers’ roles in markets and societies; changes in self-care resulting in fashion purchases and cosmetic surgery; changes in elderly consumers’ expenditures on specifically designed products and services; changes in the perception of risks resulting in preferences for either extremely prudent or hazardous behaviours; and changes in general elderly characteristics due to the so-called ‘ageless society’. We highlight the heterogeneity of elderly consumers’ new values and lifestyles, and the importance of incorporating their needs into innovative business strategies, by describing for each section the main findings of extant research and practical implications.

Active ageing of elderly consumers: insights and opportunities for future business strategies

Ugolini, Marta Maria;
2022

Abstract

Recent studies have focused on the emerging scenario of ‘active ageing’ as a series of positive actions aimed at fostering elderly adaptability by supporting emotionally close relationships and removing age-related structural barriers. Active ageing may be stimulated not only by leveraging technological and scientific innovations, but also by implementing new business strategies that reflect a better comprehension of elderly new roles and behaviours. To aid in that effort, through a literature review of marketing and management contributions across a five-decade period (1970–2020), this paper investigates elderly consumers’ new roles and related implications for business strategies, from a consumer behaviour perspective. Results present a structured classification of the most prominent streams of research by highlighting five promising changes (5Cs): changes in elderly consumers’ roles in markets and societies; changes in self-care resulting in fashion purchases and cosmetic surgery; changes in elderly consumers’ expenditures on specifically designed products and services; changes in the perception of risks resulting in preferences for either extremely prudent or hazardous behaviours; and changes in general elderly characteristics due to the so-called ‘ageless society’. We highlight the heterogeneity of elderly consumers’ new values and lifestyles, and the importance of incorporating their needs into innovative business strategies, by describing for each section the main findings of extant research and practical implications.
self care
active aging
elderly consumers
social roles
marketing
consumer behavior
self care
new products
innovative business strategies
risk perception
File in questo prodotto:
File Dimensione Formato  
Guido2022_Article_ActiveAgeingOfElderlyConsumers.pdf

accesso aperto

Descrizione: articolo principale
Tipologia: Versione dell'editore
Licenza: Dominio pubblico
Dimensione 660.45 kB
Formato Adobe PDF
660.45 kB Adobe PDF Visualizza/Apri

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11562/1055272
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
social impact