Jan 01 2002

Life Cycle Marketing for Credit Unions: Mid Age Households

This second report in Filene’s series on life cycle marketing focuses on families where the head of household is between ages 35 and 64. It examines financial service needs in five, mid age groups: childless singles, single parents, childless couples, couples with children between 6-17, and couples with young children. The researchers found that each of these groups had distinctive usage patterns for financial products and services. Marketing to each of categories on the basis of its needs is much more efficient than broader-based marketing programs.