the truth about generation 50plus in germany
DESCRIPTION
Generation 50plus is not only to become the biggest consumer group in Germany - it is extremely heterogenous. The presentation proofs why ...TRANSCRIPT
The truthabout the
„Generation 50plus“in Germany
© 2010 Ulrich Riediger Medienprojekte, www.riediger-consulting.de
Does market research knowwhat they are talking about?
„Generation 50plus? “
Three Generations lumped together (89 / 70 / 50 ) ????
A baby (1) …
… is neither a teenager (15) …
… nor an adult (35)
Research strays!
Berlin 1935…
… Dresden 1945 …
… August 1969
Those who were22 in 1935are 97 today …
… who survived Dresden 1945 as a 7 year old child
is 72 today
… and the GenerationLove & Peace is 60 today!
The protagonists …
(Uschi Obermaier and Rainer Langhans 1968, „Kommune I“)
… are 70 today:
Rainer Langhans 2010
Recognizethedifference:
What is research going to tell us?
Something more …
Do you know the Olsen Gang?
And who is this band?*
* City
What about the „life style“ experiences of our fellow citizens?
Those who are 50 today …
… were 29 at reunification
… and maybe come fromdifferent planets:
Porsche 1989GDR 1989
Who setstrendsfor decades?
The Baby Boom Generation!
Baby Boomer = born during 1946 to 1965
Development of Population in Germany
(born)(died)
(Quelle: Statistisches Bundesamt 2009)
Baby Boomer:With 40 % the biggestgroup of consumers …
Age Groups in Germany 2009
male female
baby boomer = mass markets
Target Group50 - 65 = 20 % >15 - 30 =19 %
(Quelle: Statistisches Bundesamt 2009)
Age Groups in Germany 2009
Whatistheconclusion?
First: old old!
Marg Helgenberge (51), born 1958
Second:
„Generation 50 plus“
Q & A …
© 2010 Ulrich Riediger Medienprojekte, www.riediger-consulting.de
Disclaimer:All photographs in this presentation where compiled via Google Images and only for
internal purposes. This is not a commercial presentation. In case you feel violated in your personal or copy rights please contact
Mr. Riediger: [email protected] February 2010