Continued from page 1
• Age 74 - 84: People in
75-to-84 age group have been classified as “young old”--though you’ll find that many women prefer ‘of a certain age,’ especially if you don’t want a hatbox in face, cautions New York Times.
The 9 million people in this age bracket represent assets worth close to $100 billion. Concerned with possibility of serious illness, their priority is health care and maintaining their independence despite greater difficulty with routine tasks. There are many more women than men in this group; they spend 25% of their incomes on health services, and tend to invest heavily in cash equivalents, saving their money instead of spending it.
• Over 85: People over 85 are now fastest-growing segment of Mature market in percentage of growth. According to New York Times, “The number of Americans who are 85 or older is rising rapidly: The total jumped 51 percent from 1980 to 1996, and is expected to climb an additional 32 percent by 2005. Genontologists, not to mention marketers, already call this age group ‘oldest old’—an unfortunate moniker that sounds only slightly better than ‘prime of geezerdom.’”
Thirty years ago, many in this market segment were among those who moved into first-generation retirement communities in Florida, Arizona and other Sun-Belt states, attracted by offer of an "active retirement lifestyle," replete with year-round golf, swimming pools, bridge at clubhouse. More recently, these establishments have been busily reinventing themselves to accommodate growing number of now-elderly retirees, doing everything from making home health care available to installing elevators in no-longer accessible two-story buildings, and turning up lights in bingo hall. Many offer services to residents who are taking next inevitable steps to full-time nursing home care.
Many older Matures are caring for friends and family on their own through programs in churches and temples. "Forty million Americans are 60 and older. 'Senior Companion' programs, and others like it, both formal and informal, were formed to improve lives of elderly…The relationships they foster may even allow seniors to stay in their own homes longer, which is better for them and less expensive for everybody…Seniors who help others get as much out of it as those they help." (Source: "Companions in Caring," by Karen Long, Tampa Tribune).
The adult children of Matures may understand their parents' need for financial security planning, but may be reluctant to urge action for fear of coming across as a bit too eager about their own inheritances, suggests Elaine Floyd, CFP of Bellingham, Washington, author of J.K. Lasser's Investor's Tax Guide. It might help to have friends their parents’ age who have already done their own planning bring subject up and help them see light.
If it works, why not?
Want More? Send questions and comments to w.willard3@knology.net.
Bill Willard, President of Willard Associates, has over 30-years experience providing high-impact written communications to small-business owners and independent professionals. A Phi Beta Kappa and former managing editor, he lives in Clearwater, FL. w.willard3@knology.net
