For those still marketing to them the way they have always done it, it's an eye-opener. Brand loyalty is on the decline among all age groups. The steepest drop is among the mature. The number sticking to old choices has fallen 20 percentage points for those in their 70s, and 21 percentage points for those in their 60s. Blame it on affluence.
More money makes for more choices.
Advertisers will ignore older Americans at their peril. There are 35 million Americans aged 65 and older today, more than the number of teen-agers. By the years 2010, the Census Bureau estimates that number will swell to 50 million, and to 70 million in 2030. They also have money to spend. The elderly also are easy to reach through the media.