Mature consumers (60+) will be a key driver of consumption, set to comprise 19% of the global population and generate 31% of gross income by 2040. Their spending will more than double in coming decades, fuelled by rising demand for discretionary solutions. Challenging stereotypes, leveraging multi-metric analysis, and embracing needs-based innovation can help businesses unlock lasting opportunities in this expanding segment.
This report comes in PPT.
With global ageing accelerating, mature consumers aged 60+ represent an untapped yet high-potential market. By 2040, they will outnumber children in key regions, driving demand shifts. Their spending is set to rise from USD18.3 trillion in 2024 to USD43 trillion in nominal terms by 2040, outpacing overall consumer expenditure growth. Businesses must act now to capture opportunity.
Mature consumers defy outdated assumptions of thrift, limited consumption, digital reticence and transactional loyalty. Their financial resilience is evident as they continue to grow discretionary spending even amid economic challenges. With a marked increase in tech-savviness and digital engagement, they have become more accessible to businesses than ever before.
Mature consumers are highly engaged online, with 91% actively sharing reviews and social posts. Moreover, golden agers demonstrate remarkable social proactivity, with “granfluencers” driving robust engagement across all age cohorts. For brands aiming to build an intergenerationally positive brand image, age-positive marketing that celebrates maturity is essential.
A structured, multi-metric approach identifies market potential better than demographics alone. The Market Potential Index highlights North America and Western Europe as prime potential regions, balancing high income, expenditure, digital adoption, etc. Asia Pacific also presents strong opportunities, particularly in Japan and South Korea.
Empowerment, indulgence and inclusion are higher-order motivations shaping mature consumer values and purchasing decisions. Brands that innovate to these priorities build trust and loyalty and enhance their reputation. Mature consumers are committed to active lifestyles and eager to explore premium products, expecting businesses to support such aspirations.
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