trends now

It's Only Presybyopia…

Amy Spiezio

Used to be that people getting older couldn't get much satisfaction in terms of stylish products that suited their day-to-day needs. But that's changing throughout the world of retail as sellers increasingly understand the mindset of their most powerful buyers: the baby boomers. The latest trend across the business board is an effort to become age neutral—that is, moving away from the youth-centric universe and into a more encompassing environment. This is critical as the boomers become seniors and have seniors' needs, but not seniors' mindsets.

Getting the evergreen dollars from the newest generation of PA L users means getting to know them better, notes Dick Stoud from 20plus30 Consulting, a marketing firm that focuses on the 50-plus consumer market. Within this powerful buying block, Stoud says, there is a dichotomy of “a group of people getting older who don't want to buy old-people products.” There are several distinct considerations in this group that leads to what Stoud calls “The Mick Jagger Syndrome.” The older buyers are thinking:

■ “I'm experiencing the effects of aging, but I don't want to overtly recognize them.”
■ “Me? Buy old people's products? No!”
■ “But, I want products I can easily use.”

PAL-friendly eyewear is a perfect age-neutral focus. While presbyopes might prefer frames that give them a wider field of vision and comfort, they may not be ready to adopt the looks that label them as older.

Eyeglass manufacturers are answering this need with smart and trendy frames with deeper B measurements in looks that work for everyone, from hip grannies to trendy hipsters.