While population aging is a logical consequence of demographic transitions, marketing managers are increasingly focusing on the needs or problems of older consumers. Namely, in modern business conditions, marketing managers must keep in mind that older consumers, especially those who are not retired yet, are a very valuable and attractive target group in terms of consumption. In this chapter, the authors analyze how demographic factors as well as digital environment factors determine the behavior of older consumers (i.e., the extent to which older consumers may be marked as Customer 4.0) and whether their attitudes and purchase behavior influence the creation of marketing strategies.
