Older, cynical consumers will force response to their needs

March 1982
Marketing News;3/19/1982, Vol. 15 Issue 19, p17
Trade Publication
The article focuses on the role of older and cynical consumers in the market. According to Edith M. Gilson, a senior Vice President and Executive Director of research and planning of New York-based J. Walter Thompson Co., marketers should start to respond to the needs of mature and cynical consumers. Mature consumers are generally of 30-44 age group people. Mature consumers are more demanding and more aware of product ingredients. Gilson said that she will warn marketers not to stereotype the over-40 age group.


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