Wall Street Journal reports on how companies are changing their products and marketing pitches to appeal to aging baby boomers. Why? Let me sum it up for you.
People don't adopt the behaviors and attitudes of the demographic their moving into, they change the behavior of the demographic by bringing their attitudes with them.
This was Detroit's big mistake. They assumed the opposite back in the '70s.
They said, "Let the Japanese build those cheap cars for entry level buyers we don't make any money on. When they're ready for a 'real car' they'll move up to us."
If you want to predict what your product, your brand and your communication should look like in 10 years, try this. Look at those who are 10 years younger than your current target, and ask yourself how your product and marketing will have to change to fit with their attitudes and behavior.
Otherwise you'll wake up one morning and find out that your market has moved on and nobody's moved in to replace them.