Innovation senior : rendre l’offre enfin décidable

Why do some innovations for seniors fail to gain traction, even though they are useful and address a genuine need? In this video, I explain why the Silver Economy isn't just a market driven by needs or demographics, but a market driven by decisions. An innovation can be understood, technically relevant, and reassuring for caregivers… and yet be rejected by the person it's intended for. The problem isn't always the innovation itself. Sometimes it's the decision it requires. Using the STS model, I present the three forces that make an offering decideable: motivation; identity coherence; friction. I also discuss the 4MA model to understand why not all seniors react the same way to an innovation: activated, ambivalent, frustrated, or resistant. The challenge isn't just about innovating for seniors. The challenge is to make innovation a decision-making process. Frédéric Serrière Strategy and Marketing Consultant Specialist in the 50+ market and the Silver Economy STS Model – Decision-Making Market #silvereco #silvereconomy #seniors #innovation #marketing #strategy #STS