The oldsters: a market of consequence. (marketing to the aged) (column)

National Underwriter Life & Health-Financial Services Edition, August, 1990 by Barnes, Don

The Oldsters: A Market of Consequence

I know you have heard the story about the over-65 crowd before: they are up to their ears in cash, they are confused about what they need in the way of insurance and other investments, and they strongly seek advice. But it wasn't until I dropped in at the annual meeting of the American Association of Retired Persons in Orlando in June, that I really began to understand the massiveness of the situation.

Not since I attended a convention of Junior Achievement have I seen so much enthusiasm and excitement. The AARP's occasional efforts to paint elders as a drab and underprivileged lot, needing the help of Congress to survive, simply never showed up in Orlando--except in the case of a couple of speakers who talked, quite...

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