CHICAGO—International public relations agency GolinHarris is among the founder members of a new group focused on marketing to consumers over the age of 40. The International Mature Marketing Network brings together marketers, researchers, agencies, brand managers and educators around the world “who seek to champion, support and advance marketing that is relevant and respectful to the 40-plus age group.”
In terms of wealth and buying power, consumers who are now 40-plus represent the greatest buying power in history, spending over $2.1 trillion a year in the U.S. alone according to the Bureau of Labor Statistics.
“IMMN founders realized that our professional paths kept crossing, and each time was a learning opportunity to delve deeper into the mindset and behaviors of the 40+ consumer,” said Laurel Kennedy, president of Age Lessons, a Chicago-based consulting firm and founding member of IMMN. “Clearly, there was a need for a mechanism to exchange information and share learnings in a structured way. IMMN, a professional organization for people interested in the 40+ demographic, was the answer.”