marketing over 50 evento consumi senior 241116
TRANSCRIPT
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IL MARKETING OVER 50
IL POTENZIALE DEL MONDO DEI SENIOR PER ECONOMIA E SOCIETA’
FRANCESCA RONFINI - FOUNDER DI CONNECTED CULTURES connectedcultures.com @fronfin
Evento ‘Consumi Senior’- Milano, 24 Novembre 2016
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IL MARKETING AGLI OVER 50 E’ IMPORTANTE PERCHE’…
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Source tuttitalia.it; silverbook.org; Indexmundi.com
GLI OVER 55 RAPPRESENTANO:
IL 34% DELLA POPOLAZIONE
IL 22% DELLA POPOLAZIONE
IL 21% DELLA POPOLAZIONE291
MILIONI
71 MILIONI
16 MILIONI
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IL FUTURO DELLA CRESCITA DEMOGRAFICA E’ INESTRICABILMENTE CONNESSO AL FUTURO DELLE GRANDI CITTA’
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IN 15 ANNI GLI OVER 55 RAPPRESENTERANNO:
IL 60% DELLA CRESCITA DEI CONSUMI URBANI DI EUROPA E NORD-EST ASIA
Source McKinsey Global Institute
E IN MENO DI 10 ANNI COSTITUIRANNO QUASI IL
30% DELLA POPOLAZIONE DELLE CITTA’ D’EUROPA
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Source McKinsey Global Institute
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Source McKinsey Global Institute
L’ITALIA E’ AL SECONDO POSTO CON LA CITTA’ MEDIAMENTE PIU’ ANZIANA: TRIESTE
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Fonte http://www.pmi.it/
1 su 8 over 60 continua a lavorare
1 su 4 over 60 che guadagna + di 3,000 euro al mese continua a lavorare
REDDITO E SPIRITO ATTIVO CRESCONO IN MANIERA PROPORZIONALE
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Fonte prestiti.it
9% CREDITO AL CONSUMO
36% IMMATRICOLAZIONI AUTO
GIA’ OGGI GLI OVER 55 INFLUISCONO SUI CONSUMI
Fonte http://www.unrae.it/
1/3 + media MOSTRE/MUSEIFonte http://www.istat.it/it/files/2014/11/C08.pdf
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Fonte: Audiweb Database, dati Settembre 2016 - Audiweb powered by Nielsen
19.7% DEGLI UTENTI UNICI GIORNALIERI
18.2% DEGLI UTENTI UNICI MOBILE
GLI OVER 55 SI STANNO DIGITALIZZANDO
36% PENETRAZIONE DIGITAL DEI 55+
Fonte: Audiweb Database, dati Settembre 2016 - Audiweb powered by Nielsen
Fonte: Audiweb Database, dati Settembre 2016 - Audiweb powered by Nielsen
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Source McKinsey Global Institute
PIU’ ANZIANI / PIU’ URBANIZZATI PERCHE’ BISOGNOSI DI CONNESSIONE, SERVIZI, CURE…
MA ANCHE:
PIU’ STIMOLATI, ATTIVI E DESIDEROSI DI CONTINUARE AD ARRICCHIRSI.
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MARKETING SENIOR = UN NUOVO PARADIGMA
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“as population growth slows, global growth in urban consumption will increasingly
depend on each individual spending more.”
“ as incomes rise and populations age,
the weight of consumption is shifting toward services.”
- MCKINSEY GLOBAL INSTITUTE
1 2
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DA: PUBBLICITA’ PER VENDERE
PRODOTTI
A: EROGAZIONE DI SERVIZI PER LA
GESTIONE DELLA VITA QUOTIDIANA
MARKETING SENIOR = AUMENTO DELLA FEDELTA’ ATTRAVERSO SERVIZI CONTINUATIVI
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SERVIZI IN ABBONAMENTO
https://www.youtube.com/watch?v=EHMXXOB6qPA
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https://www.youtube.com/watch?v=EHMXXOB6qPA
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MODELLI PER IL RETAIL
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INTERFACCIA FACILI E INTELLIGENTI
https://www.youtube.com/watch?v=vakqvEbRtUc
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DA: INNOVAZIONE DI PRODOTTO
A: INNOVAZIONE DELLA RELAZIONE
MARKETING SENIOR = L’UTILIZZO DI TECNOLOGIA E DATI PER DARE MAGGIOR AUTONOMIA
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L’EVOLUZIONE SENIOR-FRIENDLY DELL’ AUTOMOTIVE
https://www.youtube.com/watch?v=H_EJXcqDMEU
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WEARABLES E SENSORI PER LA CURA (SELF MEASUREMENT WITH A PURPOSE)
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STRUMENTI PER PREVENIRE LO ‘SFRUTTAMENTO FINANZIARIO’
http://cfaes.osu.edu/news/articles/family-fundamentals-program-helps-protect-older-adults-from-scams
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SHARING ECONOMY PER LA CURA
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DA: ANTI- AGE
A: PRO-AGE
MARKETING SENIOR = LA PROIEZIONE DI UN’IDENTITA’ SOCIALE APPAGATA E ANCORA PROGETTUALE
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FACILITARE LA VITA SOCIALE
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PRO-AGE EVENTS
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PRO-AGE NELL’IMMAGINE: MODELLI ‘EMPOWERING’
“L’età è l’ultima tappa del movimento di liberazione femminile: ecco perchè il tempo che passa comincia a essere considerato un’opportunità e non un
nemico da combattere” -Stefania Medetti, giornalista & Partner Connected Cultures
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ICONE DI TALENTO E STILE
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Tricia Cusden, 68, digital entrepreneur, london
“She refused to spend her days dying while she was living. She learned a complex new skill in a field dominated by 20-something males. She was named CEW Digital Achiever 2015 by Google.”
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E IRONIA: PRO-AGE MEMES
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AUMENTO DELLA FEDELTA’ ATTRAVERSO SERVIZI CONTINUATIVI
L’UTILIZZO DI TECNOLOGIA E DATI PER DARE MAGGIOR AUTONOMIA
LA PROIEZIONE DI UN’IDENTITA’ SOCIALE APPAGATA E PROGETTUALE
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Source McKinsey Global Institute
“il 30% dell’invecchiamento è genetico, il resto del puzzle è nelle nostre mani”
- MARK E. WILLIAMS, AUTORE DEL SAGGIO “THE ART AND SCIENCE OF AGING WELL”
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GRAZIE!
CONNECTED CULTURES E’ UN PARTNER DI MARKETING E INNOVAZIONE PER ACCELERARE LA CRESCITA DI BRAND EMERGENTI E START-UPS.
connectedcultures.com