Revision with unchanged content. The phenomenon of radical demographic revolution taking place in industrial countries is about to change the age structure drastically. The German po-pu-la-tion is increasingly ageing and will consist of more old people than younger people in the very near future. In conjunction with the rising expectancy of life, the today's Generation 50plus and their values and needs have greatly changed from those of people aged 50 in the past and have further major im-pli-cations for market trends. The author Kristin Klebl analyzes the Generation 50plus and looks at the changes which retailers and marketers will have to make to adapt to the ra-pid-ly changing face of the consumer. Due to the increasing attractiveness of the mature market, their future survival will increasingly depend on what is known as the Generation 50plus - the seniors in the population who have the grea-ter spending power. This affects all aspects of retailing, including com-mu-nication, advertising, media selection and sales promotion. This book addresses to retailers and marketers, economists and students, and all interested parties.