Are producers and marketers of green consumer products blinded by the American cult of youth? I asked myself that question after taking notice of a pitch for a new company this weekend: France's Jingo, a clothing line targeted at "active people [i.e., senior citizens] who are respectful of our mother Earth." After taking a look at the company's site and reading through its press materials, I tried to think of another such company aiming at the elder market... and couldn't come up with one.
On the other hand, it's pretty easy to come up with a list of companies (in the fashion industry and otherwise) that are focused on a young, hip, and urban demographic... you can probably name ten off of the top of your head. There's nothing wrong with that... but are we missing the boat with the senior market? Consider these facts:
- The U.S. census notes that the the 65-and-older population is set to grow by 40% over the next five years -- from 39 million to 51 million... just in the U.S.
- Research firm Packaged Facts noted in a 2007 report that "As of Spring 2006, nearly 68 million people had blown out at least 55 candles on their last birthday, and various estimates show the 50+ crowd to be sitting on $20 trillion in resources, to control over 70% of disposable income, and to wield $1.6 trillion in spending power." While this has likely changed with the economy in recession, there's no doubt that seniors still wield a hefty amount of purchasing power
While this is all good news for those thinking about marketing to seniors in general, is there a significant percentage of this demographic that would be interested in green products? I can't provide definitive data... my cursory research turns up nothing. My gut certainly tells me that between the senior market and the LOHAS market (estimated at 41 million), there ought to be some overlap...
Do "green seniors" represent a (currently) missed opportunity for consumer products? Has Jingo recognized an underserved niche that others would do well to target? I'm interested in hearing your thoughts...
Image credit: ellievanhoutte at Flickr under a Creative Commons license
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