Brands Advised to Pay More Attention to ‘Silver Shoppers’

[webfact]

 

By Paul Rujopakarn

    

BANGKOK (NNT) - A market agency is advising brands to pay more attention to senior citizens due to their open-mindedness and strong purchasing power.

 

Wunderman Thompson Thailand released a study titled “Thailand’s Forgotten Shopper 2021,” which polled 350 Thai respondents aged 45-65 as part of its “Future Shopper 2021” global commerce survey. The survey focuses on a group known as "silver shoppers" that includes adults aged 50 and older.

 

The study found that some 75% of respondents still look after their families and help raise children, while 44% financially support their families and are still the key decision-makers. About half of those surveyed aged 50 and over still receive a monthly income of 10,000-25,000 baht. Some 83% of those polled also remain socially active, take domestic trips and travel to neighboring countries, though many have not traveled within the last five years.

 

Additionally, the survey found that respondents remain open to learning and experimenting with new technologies and social media platforms. They also place more trust in mainstream media and primarily use televisions and smartphones for entertainment and to communicate with friends.

 

Maureen Tan, CEO of Wunderman Thompson Thailand, stated brands forget that Gen Z and millennial consumers are not the only generations with money and purchasing power. Older generations have just as much purchasing power as younger generations and often indulge in rediscovering the joys of their youth.

 

The silver generation is the primary purchaser for the family. They also have a wealth of knowledge with strong ties to various people in their community, making them among the most powerful and influential generations.

 

The study is considered crucial for brands, marketers and advertisers as the number of elderly in Thailand steadily increases. In 2021, the number of people aged 60 and over in the Kingdom surpassed 11 million, accounting for 17 percent of the total population.

 

-- © Copyright NNT 2021-12-16

 

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[Tropicalevo]

6 hours ago, webfact said:

which polled 350 Thai respondents aged 45-65

So the whole thing is a waste of time then?

Most 'silver shoppers' that I know of are struggling to afford to even eat.

[HappyExpat57]

Must admit, it's hard to find men's briefs in my expanded waist size. Big C Pattaya South has the closest to "won't cut off circulation completely" size.

[RubbaJohnny]

2 hours ago, HappyExpat57 said:

hard to find men's briefs

I have the Sarong answer as worn by golden gals and Singapore hostesses. perhaps not for Immigration days but for smart casual perhaps

 

If your gf worries tell her she can be a POSH wife like David Beckham's  gik