Last but not least: The ticking of the aging man

 
The ageing man represents a real challenge for marketing. According to Horizont.net, this is the result of the study "Maturing instead of ageing" by the market research company Séissmo in Mannheim. According to the results, consumer goods manufacturers should focus their advertising and marketing strategy on four points in particular. Firstly, men want support in the positive aspects of ageing. Secondly, men want performance. Thirdly, men want to maintain their range of movement. And fourthly, men want technology-heavy and "masculine" packaging - such as cold materials and color effects or fluid instead of creamy content. And in general, men like advertising that signals self-confidence and advertising that deals with their weaknesses in a humorous way. But don't worry, he's not that complicated, our ageing gentleman: since the successes of George Cloony or Sean Connery at the latest, he no longer has any problems with grey hair and wrinkles - on the contrary: with silver hair on his head and a wrinkled face, he feels somehow mature and wise. That's just how he ticks, the ageing man.