There is increasing older population of 50 plus in the US and Europe. Advertising industry calls them woopies  –well-off older people. They will have a large discretionary income, money left over after necessities are taken care of. All grey heads cannot be treated alike. There are several distinct segments. Those aged 50-64, 65-74, 75-84 and 85 and older. The first group may be flush with funds. They are at the peak of their career. They have fulfilled most of their family obligations. The 65-74 and 75-84 group spend money on travelling and buying gifts for grand children. They are usually retired. Their budget is, therefore, tighter. The elder group of 85 plus spends big amounts on health care.

Oldies think of old age security. They are not able to project their longevity and health care expenses. They are after bargains. Some hotels offer them rooms at a discount. They are vulnerable to price cut promotions. They show more brand loyalty than their young counterparts. Woopies may take promotion with a pinch of salt. They seek genuine information about products. They require PR handling and product information of packs. Service is the key criterion in buying.They may be outraged by advertising treating death and disease without sensitivity. They may not like advertisers who harp on their weaknesses. A shampoo for old women should emphasise how it makes them charming in spite of the age. A nappy of old people should show images of elderly athleticism. But even such positive images are no guarantee of success. Who likes, the name ‘retirement homes ‘ and ‘ virdhashram ‘ ? Even euphemisms like ‘ senior citizens ‘ and ‘ golden years ‘ are no longer palatable.People who are questiones about their age like to understate it by at least 25 per cent.

Ageing population also buys products to satisfy their needs. So promotion should not always be age specific. Some powerful appeals for them are convenience, comfort, security, sociability and old world charm. A micowave oven used by older people should have pre-set controls which are easy to operate by older people. Cruise liners provide male hosts to entertain older female passengers. Age is a state of mind. As Twain remarked, it is a thing of mind, it does not matter. An ageing world wants marketers to adopt this philosophy.