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21.04.10

But the 75- to 100-year-old age bracket should not be seen as a homogenous group. People’s lifestyles, locations, life-stages and physical and mental capacity will influence the brands with which they engage. For some marketers, it will require finding a whole host of new targeted products for the older consumer; for others the challenge lies in striving to serve customers for an extra 30 years.

One brand trying to stretch its universal appeal to prepare for the arrival of the 100-year-old consumer is Nintendo. It has a selection of brain training and bowling games, among others, designed to appeal to older generations. It even supplies its Wii consoles to Bupa care homes.

Finding that Wii appeals to older consumers initially surprised Nintendo. “During a Wii preview, I saw an elderly gentleman smiling to himself while playing golf,” says Nintendo president and chief executive Satoru Iwata. “I felt immense pride in our work at that moment. I’m sure that with a con­ventional controller, people like him would never have been able to play our games.”

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