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The Nielsen Company is out with a new study of how US businesses market to older consumers, concluding:

• 38% of Americans say they don’t see advertising that reflects older consumers.
• 44% say it’s difficult to find product labels that are easy to read.
• 43% can’t find easy to open packaging.
• 34% say they can’t find smaller portion sized food packaging.
• 31% say products are not clearly labelled with nutritional information.
• 25% can’t find products geared towards their special nutritional needs.
• 60% of Americans don’t feel that they were financially set for retirement.
• 53% fear losing their self-reliance such as the ability to drive, cook, and shop.
• 57% fear having enough money to live comfortably and an equal number fear losing their mental and physical agility.

"The findings serve as a wake-up call to manufacturers, retailers and other marketers that need to bolster efforts to better reach and cater to an aging demographic," says Todd Hale, senior vice president, Consumer & Shopper Insights, at Nielsen. "Improvements such as using larger fonts on product labels and signage, arranging age-related products in one place and at arm’s length for easier accessibility, and offering friendly customer service can go a long way in building loyal patronage."
KC's View:
This surprises me a little bit, especially because I have the TV on in the background, and in the last half hour I think there have been commercials for AARP and a cereal that will make people more sexually potent in their 80s.

I also think, at some level, there may be a change taking place in when people start defining themselves as "older consumers." I'm 59, and I figure it'll be about 20 years before I start thinking of myself that way.

If then.