The old image of elderly person on being one, who is in firm, stays at home, and leads a thoroughly depressing life is rapidly changing as an image of the 21st century.

Gray Market The old image of elderly person on being one, who is in firm, stays at home, and leads a thoroughly depressing life is rapidly changing as an image of the 21st century. As our population ages and people are living longer and healthier lives, the game is rapidly changing. The newer and more accurate image of an older person who is active, interested in what life has to offer, and is enthusiastic consumer …

…and spend too little. This stereotype is no longer accurate. Many older adults are healthy, vigourous, and interested in new products and experience - and they have the income to purchase them. Marketing appeals to this age subculture should focus on consumers' self-concept and perceived ages, which tend to be more youthful than their chronological ages. Marketers also should emphasize concrete benefits of products because this groups thends to be skeptical of vague, image-related promotions.