The young mature market: issues to be considered in the mature adults approach as a market segment

This paper raises questions about the market segment formed by people with 60 years or more, the so called mature adults. This market will double in size until 2025, representing a growing sales potential to the organizations effective in exploring it. After defining market segmentation and listing the variables to be used to segment a market, quantitative and qualitative data about the mature adults segment are presented. Finally, questions and hypothesis to be answered by those who want to explore effectively such a segment are suggested.