Welcome!

Open Source Authors: Esmeralda Swartz, Elizabeth White, Plutora Blog, Liz McMillan, Carmen Gonzalez

News Feed Item

Generation Engaged: New Study Spotlights The Modern Retiree

HARRISBURG, Pa., Nov. 13, 2012 /PRNewswire/ -- Laptops and iPads are commonplace. Medical marijuana is no longer a taboo subject. What could be considered extreme sports are among the activities of choice. Gluten-free and locally sourced foods are expected. Is this a college?

(Logo:  http://photos.prnewswire.com/prnh/20110615/PH19990LOGO )

Try a continuing care retirement community, or CCRC, according to a new senior marketing study.

Generation Engaged: What Forward-Thinking Marketers Need to Know About Today's Mature Market (Findings From Project Looking Glass II) provides insights into the mindset of the modern retirement community resident. It reveals an industry in flux, facing multigenerational challenges, but also plenty of opportunities.

Based on total immersion, focus group findings and supervised shopping, the senior market research was conducted by Varsity, a leading marketing communications and research agency specializing in the mature market.

In 2007, Varsity sent two researchers to become full-time residents at a CCRC in Pennsylvania for 31 days to learn how marketers and specialists could better reach the senior population, a nationally recognized effort that became known as Project Looking Glass. Dynamic shifts in the economy, healthcare and technology prompted the agency to revisit the concept again in July 2012, sending a researcher to Boulder, Colorado's Frasier Meadows for one month. While there, she kept written and video records of day-to-day activities, conversations and other community interactions.

Phase One included a series of observations and in-depth interviews with retirement community residents, administration and staff. An additional open-source element allowed members of the industry and public to participate through social media channels that included Facebook, Twitter, YouTube and LinkedIn. During Phase Two, additional researchers conducted focus groups with current and potential residents, and accompanied them on "shop-alongs" at Best Buy, Target, Safeway, restaurant chains and other outlets.

"The findings are extremely revealing," said Varsity's director of client services John Bassounas, "not just in comparison to our 2007 project, but in terms of the changes in the people themselves. What we're seeing is an intelligent, informed, highly engaged group that is much more physically and intellectually active than its counterpart just five years ago, and much more in control."

Top-level findings include:

  • The current mature market population is "transitional" -- a mixture of the Depresson-era Silent Generation and early Boomers who share some values, but are very distinctive in wants, needs and behaviors
  • Today's seniors conduct more online research prior to a move or purchase decision
  • The popularity of homecare is increasing, something that could pose a threat to current independent and assisted living models.
  • Developers need to be cognizant of aging in place features
  • Dietary trends include low-sodium, gluten-free, ocean-friendly and locally sourced items
  • Concern about future generations' ability to afford a retirement community
  • Activities must be wellness- and intellectually-oriented
  • There are mixed views on healthcare reform, and more acceptance of person-centered, alternative and holistic treatments
  • They are open to new technologies, including smartphones, tablets and computers

"This new study gives us a greater understanding of today's mature market, as well as insights regarding the opportunities we have for reaching them," adds Bassounas. "This audience has tremendous spending power, and providers of products and services will have to evolve and stay ahead of trends in order to remain competitive and appealing. We hope this provides some thought starters that will help Boomer and senior marketers make decisions based on facts, not assumptions."

Based in Harrisburg, Pa., Varsity provides marketing services for clients in the retirement living, consumer goods and services, technology and healthcare practice areas. The agency's client roster includes Sodexo Senior LivingAmerican Standard BrandsDelta Health Technologies and a number of continuing care retirement communities across the U.S.

A copy of the full report may be requested at varsitybranding.com.

Members of the Varsity team are available to provide in-depth presentations of the report, either via webinar or in person. To schedule a presentation or for additional information, contact Matt Bekelja at 717-652-1277 or [email protected].

About Varsity
Varsity is the nation's leading full-service marketing communications agency focused on winning the mature market. We connect the mature market with brands through one of four main categories: retirement living, consumer goods & services, technology and healthcare. Research drives our work and our team of passionate strategists in the disciplines of creative, public relations, interactive and media. For more information, visit www.varsitybranding.com.

 

CONTACT:

Shane M. Swisher


(717) 329-9694


[email protected]

SOURCE Varsity

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

@ThingsExpo Stories
Things are being built upon cloud foundations to transform organizations. This CEO Power Panel at 15th Cloud Expo, moderated by Roger Strukhoff, Cloud Expo and @ThingsExpo conference chair, addressed the big issues involving these technologies and, more important, the results they will achieve. Rodney Rogers, chairman and CEO of Virtustream; Brendan O'Brien, co-founder of Aria Systems, Bart Copeland, president and CEO of ActiveState Software; Jim Cowie, chief scientist at Dyn; Dave Wagstaff, VP and chief architect at BSQUARE Corporation; Seth Proctor, CTO of NuoDB, Inc.; and Andris Gailitis, C...
The Industrial Internet revolution is now underway, enabled by connected machines and billions of devices that communicate and collaborate. The massive amounts of Big Data requiring real-time analysis is flooding legacy IT systems and giving way to cloud environments that can handle the unpredictable workloads. Yet many barriers remain until we can fully realize the opportunities and benefits from the convergence of machines and devices with Big Data and the cloud, including interoperability, data security and privacy.
Since 2008 and for the first time in history, more than half of humans live in urban areas, urging cities to become “smart.” Today, cities can leverage the wide availability of smartphones combined with new technologies such as Beacons or NFC to connect their urban furniture and environment to create citizen-first services that improve transportation, way-finding and information delivery. In her session at @ThingsExpo, Laetitia Gazel-Anthoine, CEO of Connecthings, will focus on successful use cases.
The 3rd International Internet of @ThingsExpo, co-located with the 16th International Cloud Expo - to be held June 9-11, 2015, at the Javits Center in New York City, NY - announces that its Call for Papers is now open. The Internet of Things (IoT) is the biggest idea since the creation of the Worldwide Web more than 20 years ago.
The Internet of Things will greatly expand the opportunities for data collection and new business models driven off of that data. In her session at @ThingsExpo, Esmeralda Swartz, CMO of MetraTech, discussed how for this to be effective you not only need to have infrastructure and operational models capable of utilizing this new phenomenon, but increasingly service providers will need to convince a skeptical public to participate. Get ready to show them the money!
The industrial software market has treated data with the mentality of “collect everything now, worry about how to use it later.” We now find ourselves buried in data, with the pervasive connectivity of the (Industrial) Internet of Things only piling on more numbers. There’s too much data and not enough information. In his session at @ThingsExpo, Bob Gates, Global Marketing Director, GE’s Intelligent Platforms business, to discuss how realizing the power of IoT, software developers are now focused on understanding how industrial data can create intelligence for industrial operations. Imagine ...
The Internet of Things is tied together with a thin strand that is known as time. Coincidentally, at the core of nearly all data analytics is a timestamp. When working with time series data there are a few core principles that everyone should consider, especially across datasets where time is the common boundary. In his session at Internet of @ThingsExpo, Jim Scott, Director of Enterprise Strategy & Architecture at MapR Technologies, discussed single-value, geo-spatial, and log time series data. By focusing on enterprise applications and the data center, he will use OpenTSDB as an example t...
Today’s enterprise is being driven by disruptive competitive and human capital requirements to provide enterprise application access through not only desktops, but also mobile devices. To retrofit existing programs across all these devices using traditional programming methods is very costly and time consuming – often prohibitively so. In his session at @ThingsExpo, Jesse Shiah, CEO, President, and Co-Founder of AgilePoint Inc., discussed how you can create applications that run on all mobile devices as well as laptops and desktops using a visual drag-and-drop application – and eForms-buildi...
There is no doubt that Big Data is here and getting bigger every day. Building a Big Data infrastructure today is no easy task. There are an enormous number of choices for database engines and technologies. To make things even more challenging, requirements are getting more sophisticated, and the standard paradigm of supporting historical analytics queries is often just one facet of what is needed. As Big Data growth continues, organizations are demanding real-time access to data, allowing immediate and actionable interpretation of events as they happen. Another aspect concerns how to deliver ...
Scott Jenson leads a project called The Physical Web within the Chrome team at Google. Project members are working to take the scalability and openness of the web and use it to talk to the exponentially exploding range of smart devices. Nearly every company today working on the IoT comes up with the same basic solution: use my server and you'll be fine. But if we really believe there will be trillions of these devices, that just can't scale. We need a system that is open a scalable and by using the URL as a basic building block, we open this up and get the same resilience that the web enjoys.
The 3rd International Internet of @ThingsExpo, co-located with the 16th International Cloud Expo - to be held June 9-11, 2015, at the Javits Center in New York City, NY - announces that its Call for Papers is now open. The Internet of Things (IoT) is the biggest idea since the creation of the Worldwide Web more than 20 years ago.
In their session at @ThingsExpo, Shyam Varan Nath, Principal Architect at GE, and Ibrahim Gokcen, who leads GE's advanced IoT analytics, focused on the Internet of Things / Industrial Internet and how to make it operational for business end-users. Learn about the challenges posed by machine and sensor data and how to marry it with enterprise data. They also discussed the tips and tricks to provide the Industrial Internet as an end-user consumable service using Big Data Analytics and Industrial Cloud.
How do APIs and IoT relate? The answer is not as simple as merely adding an API on top of a dumb device, but rather about understanding the architectural patterns for implementing an IoT fabric. There are typically two or three trends: Exposing the device to a management framework Exposing that management framework to a business centric logic Exposing that business layer and data to end users. This last trend is the IoT stack, which involves a new shift in the separation of what stuff happens, where data lives and where the interface lies. For instance, it's a mix of architectural styles ...
Technology is enabling a new approach to collecting and using data. This approach, commonly referred to as the "Internet of Things" (IoT), enables businesses to use real-time data from all sorts of things including machines, devices and sensors to make better decisions, improve customer service, and lower the risk in the creation of new revenue opportunities. In his General Session at Internet of @ThingsExpo, Dave Wagstaff, Vice President and Chief Architect at BSQUARE Corporation, discuss the real benefits to focus on, how to understand the requirements of a successful solution, the flow of ...
Cloud Expo 2014 TV commercials will feature @ThingsExpo, which was launched in June, 2014 at New York City's Javits Center as the largest 'Internet of Things' event in the world.
"People are a lot more knowledgeable about APIs now. There are two types of people who work with APIs - IT people who want to use APIs for something internal and the product managers who want to do something outside APIs for people to connect to them," explained Roberto Medrano, Executive Vice President at SOA Software, in this SYS-CON.tv interview at Cloud Expo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Performance is the intersection of power, agility, control, and choice. If you value performance, and more specifically consistent performance, you need to look beyond simple virtualized compute. Many factors need to be considered to create a truly performant environment. In his General Session at 15th Cloud Expo, Harold Hannon, Sr. Software Architect at SoftLayer, discussed how to take advantage of a multitude of compute options and platform features to make cloud the cornerstone of your online presence.
In this Women in Technology Power Panel at 15th Cloud Expo, moderated by Anne Plese, Senior Consultant, Cloud Product Marketing at Verizon Enterprise, Esmeralda Swartz, CMO at MetraTech; Evelyn de Souza, Data Privacy and Compliance Strategy Leader at Cisco Systems; Seema Jethani, Director of Product Management at Basho Technologies; Victoria Livschitz, CEO of Qubell Inc.; Anne Hungate, Senior Director of Software Quality at DIRECTV, discussed what path they took to find their spot within the technology industry and how do they see opportunities for other women in their area of expertise.
Wearable devices have come of age. The primary applications of wearables so far have been "the Quantified Self" or the tracking of one's fitness and health status. We propose the evolution of wearables into social and emotional communication devices. Our BE(tm) sensor uses light to visualize the skin conductance response. Our sensors are very inexpensive and can be massively distributed to audiences or groups of any size, in order to gauge reactions to performances, video, or any kind of presentation. In her session at @ThingsExpo, Jocelyn Scheirer, CEO & Founder of Bionolux, will discuss ho...
DevOps Summit 2015 New York, co-located with the 16th International Cloud Expo - to be held June 9-11, 2015, at the Javits Center in New York City, NY - announces that it is now accepting Keynote Proposals. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long development cycles that produce software that is obsolete at launch. DevOps may be disruptive, but it is essential.