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Sunday, December 18, 2011

Ageing and Disability - two words that don't like each other

I have just re-read these words:


I despair. I have just read that OFCOM, which is the regulator for the UK communications industries, with responsibilities across television, radio, telecommunications and wireless communications services has just established a committee to provide advice about the interests of older and disabled people on communications matters.


What message does that send out?


Sure there are areas of cross-over, especially for very old people, but to lump the two together is dreadful. No marketing messages in this post other than the vein of age stereotyping runs very deep – especially in government and quasi government institutions.


 I wonder who was getting so hot under the collar? Well it was me in a post I wrote in 2004.


How times have changed.


There is a fascinating article in BrandChannel entiled: “Baby Boomers the new disability market”. 


The following quote explains the core of the author’s argument. 


Marketers may well look to a market that millions of baby boomers will become part of because of debilitating conditions associated with ageing: people with disabilities. 


People who have spent their lives living with specific disabilities have long experience with purchasing products that enable them to function effectively in society.


The article makes a number of references to a report that I have already reviewed from AT Kearney called "What do Mature Consumers Want?".


By now we all know that 2012 is going to be overshadowed by bad economic times. The only question is how bad, bad is going to be. 


I am confident that 2012 is also going to be the year when we start to come to terms with the opportunities and issues created by the physical ageing of the boomer's minds, senses and bodies. Dick Stroud

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