New Zealand like many other countries has an ageing population
that has been on the rise lately. The treasury in New Zealand has raised their
concerns regarding the increase in ageing population and suggested some
measures to take care of the situation. However, on the other end few marketers
see this ageing population as the cash rich cow who has deep pockets because of
life saving and pensions. As the government takes corrective measures, we can
see the older generation too keen on experiencing the benefits of this age of
consumerism. There are products and services which offer to make life easier
and comfortable for them.
In the past, it was been observed that the population
aged 65 years and above was 11% of the total population in 1991 and
increased to 13% in 2009. Now it has been estimated that this figure will go
upto 21% by the year 2031, which in numbers will be approximately 1 million in
the late 2020s. It puts an additional responsibility on the respective councils
and the government to look after their wellbeing. This would mean that the
treasury should be prepared to spend more money on healthcare and pensions.
This is one of the reasons that the New Zealand Treasury is proposing a better
fiscal strategies and increase in taxes.
While government officials have their own battle to fight
for the nation, there are marketers who are not leaving any stone unturned to
capitalise on the opportunity with the right strategy and positioning.
Companies have realised that the retired people are the ones who have
their aving or monthly pension. Many
brands from the travel & tourism industry, insurance, entertainment, cosmetics
brands and more are constantly trying to woo these cash rich consumers. Below
are some ads from various countries targeted towards the senior citizens.
McDonald Commercial
Chevy Commercial
Coca Cola Commercial
Super Bowl Commercial
Burger King Commercial
Air New Zealand Flight Safety Video
