Growth Strategy Expert Ashley Lightspeed Shares Her Concept Of “The Middle”August 10, 2019 - Author: steph
Ashley Lightspeed is a growth strategy expert who works at Lightspeed Venture Partners. She is a partner at this San Francisco firm and is on their consumer investing team. She has worked as an independent consultant and as one at Bain & Company. Her experience also includes working as a category manager at Thumbtack.
One of her specialties is developing products and services for Baby Boomers. She came up with the concept of “The Middlers” when studying this generation. This concept came up when she was visiting her family and came across mail from the American Association of Retired People (AARP)
Looking at this mail, Ashley Lightspeed saw that its marketing didn’t match up with her parents and how they were living their lives. The mail piece was focused on end of life issues rather than younger people who have retired. She saw this as a lost opportunity and misdirected advertising. See Related Article at nypost.com
Her parents, while retired, were not “senior citizens” who spent the large majority of their time at home. Instead, they were out shopping, having lunch, and visiting people. Her dad still actively plays tennis while her mom goes for long walks. None of this was addressed in the AARP mail.
She feels that companies are missing a huge opportunity by ignoring “The Middle”. Many active older people are still very much engaged. They own smartphones, tablets, and smart home devices. Ashley Lightspeed also points out that people over 55 have 75 percent of the country’s wealth and 70 percent of the disposable income.
Among her recommendations, she says companies should focus on travel and entertainment for retired people. They are often making day trips or planning an extended vacation. The average retired person spends $11,077 a year on vacations so companies are missing a huge opportunity for marketing hospitality services and vacation packages to them.
See more on twitter: https://twitter.com/ashleybrasier