Age-segmented marketing may not work

Singapore

CATERING to the silver-haired is not always something to shout about. The changes needed to make products more age-friendly and accessible may not be dramatic, said Kim Walker, chief executive officer of Silver Group, a business consultancy in the 50-plus market.

It could be modifying the formulation or packaging to suit the changing physical needs of an older body. "It's not headline news," he said. Insight Vacations increased brochure and font sizes for easier reading while Hong Leong Finance equipped its Hong Lim branch with wheelchair-friendly facilities.