Can and Should the Marketplace Be Inclusive to All Consumers - Essay Example

THE EXCLUSIVITY OF OLD PEOPLE IN MARKETS By + of Learning The Exclusivity of Old People in Markets All demographic groups are included in modern markets. These demographic groups include children, youths, adults and the elderly. However, participation of the elderly is negligible. Before the 21st century, life of the aged was marked by a straightforward change from working lifestyle to retirement life, with high pension benefits. In the current generation, things have changed. There is age discrimination against old people, and their taste and preference are no longer considered in the marketplace. This paper will explain how the old are excluded in the cloth markets by the fashion designers. It will examine the problem that the aged face when companies decide to advertise and sell their commodity through the media and social networks. The paper will also try to explain how the aged can be integrated in the fashion industry. According to Macnicol (2005), age discrimination has a long history going back to 1930s, and even today it is a topic of debate in Britain. In the current world, many old people have a feeling that they are overlooked and ignored in the market. For example, in the designing of shopping complexes in the street. There are many old people who cannot obtain a service or the product that they want- whether from cinemas, restaurants or newspaper. This is because things have changed, so there is nothing that suits their taste. According to Mumel and Prodnik (2005), this discrimination has led the aged to stay away from this market. They consider themselves less fortunate and burden to society. According to Birtwistle and Tsim (2005), a fashion designer that can adopt and agree to cater for the individual needs of aging women will do quite well because it has a high potential, unsaturated market. Fashion designers have failed to provide old people with clothes that are psychologically, physically and socially comfortable. Psychological comfort gives the old person a well-being sense (Kunze, Boehm, & Bruch, 2011). Old people want clothes that will make the public have a positive mind and respect them. Physical comfort is achieved when the older people put on clothes that protect them from heat, humidity and cold. Their social comfort will be achieved by wearing clothes that will make them presentable and create a good impression to the public. The old also feel excluded in todays media. Images of the youth dominate the media today. Older peoples pictures are of two categories: one portrays old people as decrepit, aimed at generating sympathy and enable other people to contribute to them ( Kunze, Boehm, Bruch, 2011). The other includes images drawn on cards and are humorous, usually encountered on invitation cards. According to Dyer (2012), discriminating people based on their age in service delivery and public function exercise was banned in United Kingdom in October 2012. In the world today, mass media is an important platform of advertisement. Advertisement in media is controlled by stereotypes where older people are believed to be of declining and diminishing value. Through advertisement on social media, negative message about the aged has been spread all over the globe. Following a survey conducted in the US, it was concluded that the aged feel discriminated, and the society will deliberately fail to take their money in the market. Clothes, entertainment, foodstuff and refreshments are available. The main obstacle for them to enjoy these commodities is discrimination based on their age. Scaraboto and Fischer (2013, p. 1252) describe such consumers as having a less legitimacy in the market, and no mainstream marketers exploit -their needs. As a result, the aged feel disadvantaged and excluded from the market. A study carried out in England showed that over 33 percent of England’s population feel discriminated (Rippon et al., 2014). Modern technology has also landed the older consumers in a disadvantaged position. In most of the modern online markets, the aged are discriminated because their preferences are not similar to the majority of online shoppers. Online market is a special market that makes use of electronic gadgets such as smart phones, cell phones, computers and tablets. Online market uses platforms and technologies such as emails, apps, social networks and websites. This technology is way advanced for the aged. Hence, they are left out of this online market. Choi and Bell (2011), contend that it is natural for Internet retail sellers to focus more on markets where the potential consumer number is high. The media should change the negative stereotypes about the aged and give realistic portrays. The media should send a strong message stressing the fact that old people are part of the community, and they have equal rights with the youth. The media should shape the ageing perception and attempt to reform their views about the risks associated with this multifaceted life stage. To avoid online market discrimination, the aged should be helped to get online. The world today is increasingly growing digital, and services are now provided online. As the world goes digital it is the role of the young to ensure that, the old benefit fully and are growing digital as technology advances. Apart from making online markets accessible and available, there is a need to provide motivation, trust and skills that old people require for them to go online. According to Ursel & Armstrong-Stassen (2006), successful war against old people discrimination will increase their participation in stock and security markets. Some limitation face attempts to include the aged in the market. Old people are too static and may not be willing to adopt to the current technology in marketing. Majority of the aged will not consider going back to class and be trained on how to use the current technology in business. Another limitation is that old peoples income is very low and sometimes none at all. Cloth designing is an expensive innovation that makes the cost of new fashion material too high. This means that the designer will come up with new fashions for the aged, but they will not buy them. According to Hamilton and Catterall (2005), transacting business with low income is risky and a predictable. In conclusion, sellers need to identify that inclusiveness is not an instinctive consumer’s situation. For old people to participate, marketers must ensure that they provide appropriate cloth design that suit their unique needs. It is the role of companies to accommodate the aged in their marketing strategy and in so doing, their customers will increase in number and high profit will be achieved. Producers should manufacture products that address the psychological, economic and social needs of all, including the aged. Reference List Birtwistle, G. and Tsim, C. (2005). Consumer Purchasing Behaviour: An Investigation of the UK Mature Womens Clothing Market. Journal of Consumer Behaviour, 4 (6), pp. 453-464.  Choi, J. and Bell, D.R. (2011). Preference Minorities and the Internet. Journal of Marketing Research, 48 (4), pp. 670-682.  Dyer, C. (2012). Age discrimination in UK healthcare will become unlawful in October. BMJ. 344, p. 1. Hamilton, K. and Catterall, M. (2005). Towards a Better Understanding of the Low-Income Consumer. Advances in Consumer Research, 32 (1), pp. 627-632. Kunze, F., Boehm, S. A. & Bruch, H. (2011). Age diversity, age discrimination climate and performance consequences—a cross organizational study. Journal of Organizational Behavior, 32 (2), pp. 264-290. Macnicol, J. (2005). The Age Discrimination Debate in Britain: From the 1930s to the Present. Social Policy and Society, 4 (3), pp. 295-302. Mumel, D. & Prodnik, J. (2005). Grey consumers Are All the Same, They Even Dress the Same – Myth or Reality? Journal of Fashion Marketing and Management, 9 (4), pp. 434-449. Rippon, I., Kneale, D., De Oliveira, C., Demakakos, P. & Steptoe, A. (2014). Perceived Age Discrimination in Older Adults. Age and Ageing, 43 (3), p379-86. Scaraboto, D. & Fischer, E. (2013). Frustrated Fatshionistas: An Institutional Theory Perspective on Consumer Quests for Greater Choice in Mainstream Markets. Journal of Consumer Research, 39 (10), pp. 1234-1257. Ursel, N. D. & Armstrong-Stassen, M. (2006). How Age Discrimination in Employment Affects Stockholders. Journal of Labor Research, 27 (1), pp. 89-99. 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