The "Matures" are
generations that came along between 1909 and 1945. Born to and tempered by economic uncertainty, older Matures were nurtured by New Deal and served in mightiest armed force fielded by any nation. The Matures' core values are a roll call of traditional American culture: Honor; optimism, selflessness, dedication to a higher purpose (self-sacrifice equals virtue). Having made World safe for democracy, men and women whom we now refer to as “Matures” attended college on G.I. Bill, opened businesses, raised families…and saw Marshall Plan rebuild Europe from ground up (many as participants!).
Shared Experiences -- Seeing is Believing
As a result of these shared experiences, Matures tend to believe in ability of institutions and people with expertise and will to achieve to solve problems and get things done. Still, like other people, Matures want options and need to know long-term benefits of things they buy and buy into. While they may have a soft spot for their own grandkids, at heart these people are unemotional pragmatists who distrust marketing hype, resist canned sales tactics and insist on doing business with trusted professionals with proven track records, not just anyone claiming to be an "expert."
Mature Market Segments
The Matures tend to think and associate with people many years younger than themselves. With that in mind, it is worthwhile to understand common characteristics associated with various age-based market segments that make up this large generational cohort and be prepared to help prospects address age-specific subjects:
• Age 50 - 64: The 33 million pre-retirees between ages 50 to 64 control assets worth approximately $575 billion and have highest disposable income of any age group. This age group has a self-image of a much younger generation, is concerned with appearance, fitness, nutrition and self-fulfillment. They are good prospects for exercise equipment, cosmetics, luxury cars, financial services, investment advice and travel. While there are more or less equal numbers of men and women in this age group, many are new grandparents and spend a lot of money on their grandchildren.
Also among this group are members of "Sandwich Generation." That is, younger Matures and older Boomers who may still have children in college and are in midst of planning for retirement, but who also find themselves having to provide a certain amount of financial support and make important decisions for their own parents. To keep themselves marketable some people in this situation are going back to school looking for additional income opportunities through adult education (in effect, using what they learn at school tonight on job tomorrow). • Age 65 - 74: The 17 million people in this market segment control assets worth approximately $195 billion. Largely, but not entirely, retired now, most have a great deal of free time; yet they are still very active and are concerned about diet and health, and are very sensitive about being excluded from society.
They tend to choose lighter foods, use prescription medications, and buy services that help them accomplish daily chores. Because most women still outlive most men, there is an increase in number of female-headed households in this group. Many have substantial sums of money in cash equivalents. They are good prospects for travel services, restaurants and leisure activities, as well as estate planning and, increasingly, long-term care products.
