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Second Innings: The Silver One

A study of Generation Mature by Jasravee Kaur, partner, Master Sun Consulting

SECTION I: BACKGROUND AND NEED FOR THIS STUDY

Life begins at 60

Images that cross our mind when we think of senior citizens — ‘withdrawn’, ‘into their own’, ‘non-spenders’, ‘technologically un-savvy’, ‘financially dependent’ — are stereotypical and obsolete. These are not in sync with changed reality. These images need to be forsaken so that marketers can explore an emerging segment with unique needs, the Generation M (Mature). The older generation is viewing this phase of their life with renewed vigour and hence ignoring them would be a missed opportunity by marketers and advertisers.

Although many social organisations have taken up measures for the well-being of seniors ż like www.esangathan.in and Harmony for Silvers Foundation ż marketers in India are still not fully sure about the opportunities this segment can offer. Sarvajeet Chandra, managing partner, Master Sun Consulting, observes that this is different from the global trend where companies are exploiting this opportunity with customised product offerings. For example:

°	French food and beverage multinational Danone is currently targeting seniors with Actimel, its ‘immunity boosting’ yogurt drink.
°	Cosmetics giant L’Oreal recruited 61 year-old film star Catherine Deneuve in 2001 to be the face of a hair-treatment product.

It has become increasingly important to understand the emerging segment’s needs:
1.	Segment is financially sound with limited or no liabilities (read, high purchasing power)
	1.	More and more senior citizens getting registered in the employment exchange (Labour Ministry Report and Survey by HSBC, Oct 2007)
	2.	More and more senior citizens with higher savings
	3.	More and more investing in medium-risk instruments like mutual funds
	4.	A survey on the future of retirement by HSBC dispels the myth of older people being a burden to society. The contribution of older people to the income tax department is Rs 85 billion, out of this Rs 16 billion is for voluntary work. The survey was conducted on 1,013 people aged between 40 and 79 years (Labour Ministry Report and Survey by HSBC, Oct 2007).
2.	Senior citizens are media savvy. Consumption of TV and press is high among seniors and the intensity of consumption of print higher than that of youth. They are definitely not withdrawn into their world. On the contrary, they are more alert to the changes and stimuli of the external world (NRS 2004).
3.	Generation M spends high (Study of OTC products 2002, AC Nielsen ORG Marg, NRS 2003, Impact magazine, 2004) and not just on rubs/balms/anti-ageing products. Advertising by Himalaya Chyawanprash, Pfizer and SBI are reaching seniors by connecting to a more real persona displaying their playful, mischievous, young-at-heart side.
4.	Generation M is not just a qualitatively different niche. It is significant in numbers too, and the trend is only going to continue (The Greying India, Sage Publications, 2004). The number of elderly has tripled over the past 50 years and expected to triple in the next 50. Today the size of seniors in India at around 8 per cent of India’s population is 73 million. This is more than the population of countries like France and Italy. In urban India, 55 lakh people are above the age of 60 and of these 50 per cent are economically independent (The Greying India, Sage Publications, 2004).
5.	While the age group 15-24 has witnessed a decline since 1950, the proportion of the aged has been steadily increasing. This slow but definite shift in demography is a sign that although India is considered a young country, the elderly cannot be ignored.

SECTION III: THE RESEARCH DESIGN
Exploratory research was conducted to generate hypotheses about the emerging segment.
Key instruments: In-depth interviews, ethnographic observations.
Rationale for research instruments:
	–	Facilitate exploratory research
	–	Provide opportunity for examining in-depth
	–	Facilitate generating maximum hypotheses
	1.	Research Objective
		1.	A holistic understanding of the old: Emergence of key profiles on the basis of their beliefs, attitudes and values, and lifestyle
		2.	Identification of areas of opportunities in terms of goods and services.
	2.	Research Methodology
		°	Target Respondent Profile
			1.	SEC A1, A2B1
			2.	Bull s-eye (60 years)
			3.	Age studied (55-60, 62-67)
			4.	Work status
				°	Working (government job/MNC job)
				°	Business
	3.	Centre: Mumbai

SECTION IV: FINDINGS
Key Profiles
A continuum exists ranging from conventional, traditional and conservative personality to an open, easy-going, exploratory and modern-thinking personality. At the two ends of the spectrum we have two personality types: The Accommodators and The Asserters.
The Accommodators
Demographically they tend to be seniors who have retired from the public sector; not upper socio economic classification — SEC A2B1. Resources are limited but good planning has made sure there is no scarcity of basic needs.
They more or less define their primary needs as:
	1.	Resources – money
	2.	Good health – freedom from dependence
	3.	Good relationships within family– so there is harmony, peace and cheer.
They believe in traditional Indian values of family structure and would gladly sacrifice their needs for their children; yet have their own intense engagement with life.
They want to be closely connected with their children’s lives and seek ways of playing a role — “I send him his tiffin everyday to his office… daughter-in-law does not mind”.
The Asserters
The asserters look at this stage in their lives as a time to make up for all that they wanted to do but could not because of responsibilities. Demographically they tend to be of SEC A1; at times with their children pursuing unconventional careers like advertising, art.
	They define their primary needs as:
	1.	Self-expression through hobbies — like listening to rock, dancing, photography
	2.	Exploration — learning something new, travelling to an unknown place, buying new appliances
	3.	Connectedness — with friends where they let their hair down.
They are now focusing on their own lives as they believe they have lots to pursue, learn and explore.

Key Characteristics of Generation M
1.	Seek religion as a gateway to peaceful thoughts and contemplation.
	°	Religion for many is a coping mechanism — an escape from excess time, inadequate work, and changing role and status in family. Also, as this is a contemplative time, religion facilitates re-looking at every past anguish or trauma positively. They forgive and forget. As they are in retrospective mode anyway, belief in a higher power provides peace even while taking stock of their life.
2.	View youth with awe, some admiration, and envy. There is a need to earn respect from the younger generation.
	°	There is a sense of surrender or compromise with youth. However Generation M ensures and tries hard to retain financial independence. They do not want to be dependent on youngsters in any way — financially or physically.
3.	Sense of self-worth achieved through a desire to stay active and engaged by being ‘useful’ and participating in family and social activities.
	°	There is fear of getting obsolete and becoming irrelevant within the family. Going out of the house is a big need as it gives the person a feeling of purposeful engagement. There is pride in spending time at work, especially in one’s own business. It also facilitates status as ‘head of the family’.
	°	Inclination towards social work or related activities provides fulfilment of the need for recognition and some sense of social power; overrides the fear of getting obsolete. Somewhere there also lingers a belief of ‘giving back’ as a social obligation.
	°	Having something useful to do to spend time is a need and is irrevocably linked with a sense of self-worth. There is anxiety to find new ways of staying ‘busy’.
4.	Relationships: There is a perception that familial relationships have become less significant and there is a loss of character and depth in relationships.
	°	Their own relationships with their spouse are characterised by comfort. The knowledge of each other’s pet peeves and mutual trust make the spouse the most important safety net.
	°	In certain communities (like Jain) there is strong religious and community association. There is also high emotional dependency on children and spouse. This is a source of mental stability and confers strength to counter problems. A sense of confidence and well-being is created by feeling wanted by people.

Key Insights about Generation M
1.	On the one hand joint family and traditional values of respect for age are valued. On the other hand there are seniors ż Asserters (with their youngsters working in unconventional fields like advertising) exposed to concepts like live-in relationships ż who are less judgmental.
2.	Accommodators are in denial about losing their status as head of the family. The more modern Asserters look at it as an opportunity to `live it upż as they are done with their duties and responsibilities.
3.	Accommodators have stereotypical views of youth — they feel they are less respectful of age, place little emphasis on societal responsibilities and are excessively influenced by friends who take precedence over family obligations. They are disturbed by their lack of discipline and irresponsibility. Asserters are fine with the youth leading their own lives. But though they are emphatic that they do not have any expectations from them, they are still disappointed that they have to fill in for them, even now. “They should at least be able to look after their own home… we are calling the plumber… looking after the repairs… they should have this much responsibility.”
4.	Seniors feel their kids do not have time for them. It seems to them as if they are competing with mobile phones and television sets for their children’s time and attention.
	°	Yet it is not voiced as a grudge; there is acceptance of the situation with “They work hard throughout the week, during the weekend they need to spend time with each other.”
5.	If they are yet to marry their kids or ‘settle’ their son, it weighs heavily on their minds and takes away a little from their sense of social status. The timely marriage of the daughter is a social obligation and responsibility.
6.	Concerns on dilution of sexual mores, live-in relationships and beliefs in the classical tradition of marriage. Divorce is not acceptable as an absolute, but is a lesser evil vis-à-vis live-in relationships.
7.	There is a perceived link between keeping one’s mind occupied and good health — an idle mind will breed thoughts. Options include community work like marriage mandals, tuitions.

Key Interests
1.	Seek active participation and inclusion in all aspects of life. Not adopt a ‘retired’ mindset of disengagement, whether it is family, work or social life.
2.	Seek knowledge on technology and keen to learn but fear an inability to operate, resulting in hesitation and distancing.
3.	Enjoy travelling, TV viewing, family outings, and listening to music.
	1.	Regular planned outings in India, or occasionally abroad.
	2.	TV viewing especially serials capture imagination and become surrogate families; also stimulus for reflection and resolving oneżs own life situation.
	3.	Programmes like Baba Ramdevżs yoga sessions facilitate pet interests.
4.	Friends are a key interest and influencer to a positive mind state.
	°	“I have watched all movies from Maine Gandhi Ko Nahin Maara to Rang De Basanti. I watch them with my neighbourhood friend.” Sarvajeet Chandra observes that friends provide an important sounding board and become influencers to discuss new categories, brands and influence brand choice.

Attitude to Technology
1.	Information-seeking and exploration of technology, newer products, their utility and relevance, availability, and usage method.
		Higher excitement towards owning a mobile than a computer.
2.	The mobile phone is used sub-optimally for voice and SMS, but value-added newer features are appealing with latest models with camera, download features.
	°	For those who are not yet adept, there are perceived barriers to computer usage. These barriers range from fear of complexity and inability to understand command, English language help menus, keyboard functioning, etc.
	°	These barriers are sometimes rationalised as eye strain.
3.	While there is a desire to learn technology, there is discomfort with currently available teaching formats. Some have learnt basics in a class, but are hesitant about operating the home PC. Key problems:
	°	There are limited facilities available in courses that offer basic training. There is a compromise on the student-hardware ratio that results in a lack of personal attention necessary at the preliminary stages of computer education.
3.	There is a desire and an aspiration for computer fluency and guided usage and accompanied instruction. More comfortable with personal touch than self-learning through menus.
4.	At the same time, there is a segment that has retired from corporate jobs, have their own laptops and use them.

Attitude to Health
1.	Higher awareness and some health concerns, but predominantly a reactive rather than proactive approach to health and wellness.
2.	High blood pressure and obesity are not seen as cause for alarm. There is no strong inclination to exercise or diet.
3.	At times, exercise is introduced at a youngster’s insistence. “After I found out I had diabetes, the kids insisted I buy a treadmill.”
4.	There are some changes in lifestyle after intervention or surgery like bypass, and consequent adoption of low saturated fats and light diet, and change in brands to perceived ‘good-for-the-heart’ brands.
5.	Needs are being voiced for new products to combat lifestyle diseases, like low cholesterol atta.
6.	Life definitely takes on a slow and steady pace. Caution is introduced in day-to-day thinking so they don’t become dependent and live their remaining years to the full.

Attitude to Religion and God
1.	Involvement with religion increases, especially in certain communities. A daily temple visit may be a routine chore that fills the vacuum caused by reduced intensity of scheduled daily work.
2.	Religious trips may become a ‘daily non-negotiable’.
3.	There is a continuum, however, with people ranging from the very religious to non-religious.
4.	At times a pilgrimage becomes an annual ritual that the whole family looks forward to. It includes sight-seeing; change and bonding for the family — also a sense of peace as satsangs become a part of the ritual.

Attitude to Ageing
1.	Mixed views on social security benefits like rail concessions. ‘Retirement’ is viewed with trepidation and ‘superannuation’ is a ‘safer’ word.
2.	Mental occupation is seen as a key to stay youthful. “My business lets me stay young.”
3.	Asserters believe they are young again. “We are enjoying ourselves without a care… we will move to our own house… move back to Bangalore… he is thinking of buying a car too…”

Attitude to Money and Finance
1.	Achievement of financial security, paying off debts and becoming free of any material obligations causes a sense of freedom.
2.	Financial security brings with it some exploration of new technology, new stores, new clothes, shoe brands.

Attitude to Shopping
1.	There is a preference for light coloured, sober garments. Many prefer shopping in retail shops and locations that were popular earlier. One example is Dadar. But the younger people in the family do succeed in influencing purchases from newer stores, trying newer garments and styles.
2.	Modern retail format is appealing and even seductive. Visit to malls, multiplexes take place with other members of the family including children. There is an unwillingness to go without a younger companion, and a spouse is often suboptimal as a shopping companion.
3.	Shopping tends to be dominated by younger people in the home who plan and execute shopping choices for parents. Older people are inclined to go by their choice, almost as a ratification of the power of awareness and fashion that young people have.
4.	There is a shopper behaviour continuum with compulsive shoppers at one end of the spectrum and those who have no involvement in shopping. Older men, especially those who have been in service, undertake grocery and vegetable shopping as part of their ‘evening round’ — it fulfils the need for exercise and possibly brings control on budget and expenditure.
5.	For some it’s a hobby that they can do all day — an indulgence at times — but the enthusiasm for clothes is the key.

Interaction with Advertising/Purchase Behaviour
1.	There appears to be a classical and desired impact of advertising, where older male viewers watch the ad, and claim to remember it at time of purchase. It indicates a more dedicated, loyal and focused TV viewer, less likely to surf channels.
2.	As a purchaser of groceries, there is an interest in advertising that helps create awareness on brands and influences purchase. There is higher engagement with ads featuring children [FMCG — Surf Excel] and insurance products showing older persons.
3.	While ads provide information on new purchases, there is a greater need for look and feel that is fulfilled by evaluating the product in the showroom. Word of mouth is a critical influencer in the category of durables especially in case of a new offering.
4.	There is an early adopter mindset observed within the Asserter profile. They are confident enough to explore a product that fulfils a higher benefit in their area of interest. One example is subscribing to Worldspace to pursue an interest in rock music more intimately.

Attitude to Entertainment
1.	Like younger men, older men enjoy sports, news and comedy shows on television.
2.	There appears to be a degree of independence/individual preferences in entertainment. There is an incidence of multiple TV sets. “Two TVs and two DVD players in a one bedroom apartment. One TV for saas bahu and one TV for news and other shows”. This speaks to individualistic viewing depending on gender and age rather than classical family viewing in the home.
3.	TV viewing performs multiple roles
	1.	Stimulus for thought…..is followed by discussions between friends/family
	2.	Resolution or reflection of self situation
	3.	Escape/ideas for travel.
1.	Movies are also a passion actively pursued; generally the couple watch together. Viewing with friends or family also occurs occasionally.

Profiling Respondents: Service Class vs. Business Class

	SERVICE CLASS	BUSINESS
Time	‘Retired’ sedentary life	Business — keeps going to work
Mindset	Open minded	Conventional, traditional
Risk taking	Fearful, evaluative, less of risk taker, play safe	Less fearful, risk taker
Financial Status	Has planned for retirement however unsure. There is a high need for financial security especially in cases of voluntary retirement	Higher financial independence. They appear more financially secure. It is likely that business persons have greater comfort with the idea of financial ups and downs
Attitude to work	Forced situation; uncertainty about consistent work. Unsure about and sometimes unable to start new work at this stage	Have the choice of continuing with work and hence active. Can handle work that is set. Less inclined to venture into newer tasks
Responsibilities	Easier about shopping, making daily household purchases	Businessman has always been busy at work and is distanced from household activities that impinge on his personal time. There is great discomfort about staying at home or in handling household chores

SECTION V: LIMITATIONS – A CAVEAT

The study is exploratory in nature. It explores valid areas holistically. Further quantitative studies can confirm sizes of such niches. This study is restricted to upper and middle class SEC profiles. It covers the city of Mumbai and does not pan the nation. Although it picks up upcoming trends, it needs to be confirmed for application to other Tier II cities.

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