8 August 2002

Older But Wiser

Think your older consumers are loyal to your brand? Think again.

by William J. McEwen
Author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer"
Be forewarned: Older consumers are more likely to switch brands than you think. To keep them, don't focus on traditional measures of "loyalty" -- focus on fully engaging them instead.
William J. McEwen, Ph.D., is Global Practice Leader for Gallup's Brand Management practice. He is the author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer."
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