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Thenewworldof
maturity
LUIZEDMUNDOPRESTESROSA
pagE 10
A real revolution is about to
change society and the world
economy, as life expectation rises;
and soon there will be many more
senior than junior citizens-
worldwide. There are, already, 600
million people over 60, and, by
2050, there will be 2 billion.
The profile of senior citizens also
changes fast: they long for more
active retirement, where rest
interchanges with meaningful
work. This new, mature world will
influence everybody’s way of
thinking and acting, and it will
encompass school, family,
consumption and management.
There shall be many opportunities
for thosewho are open to
imagination and daring.
Dreamsand
remembrances
FRANCISCOGRACIOSO
pagE 22
This article deals with the past and
the future, insofar as they
influence the present of
organizations. The author thinks
that experience, resources,
corporate values and the sense of
mission are to be found in the
past. The future provides
objectives and challenges. But all
that really matters is the present –
in the form of problems and
opportunities. He goes on to quote
several examples to support his
thesis, such as the studies on the
competitiveness of nations, made
by theWorld Economic Forum,
and the inglorious end of AT&T,
the fallen giant of
telecommunications. The article
ends dealing with specific
problems of the university, and
particularly of ESPM, to prepare
young people to tackle positions
of leadership in their profession. In
this context, the new nature of
marketing, and the newwidth of
marketing communications are
presented and discussed.
Thisunknown
character: theaged
MARIAAUGUSTABLECHER
pagE 36
Slippers and pajamas? Don’t even
think of it. If this is your idea of
what the “third age” means, you
must change it fast. With money
to spend, and time to do it, these
senior folks know that they may
look forward further than any
generation before them. And they
are sure to buy, to consume, and
to make up a very desirable
segment for the marketing of new
products and services. Never
before, so many business
opportunities pointed to this age
group as the market segment of
the future. This universe is only
now being discovered. To know it
better is just the first step toward
the discovery of an untapped
potential for growth.
Theknowledge
society´s newhit: the
elderly
RICARDOGUIMARÃES
pagE 50
Industrial Society has overvalued
youth as it looked at them as
producers of machine-made goods.
In this respect, they did perform
better than their elders. However,
