Demograficzne determinanty wzorów zachowań konsumpcyjnych. Uprzywilejowani czy marginalizowani–rozważania o sytuacji konsumentów „trzeciego wieku” w kontekście globalizacji rynku
Demographic determinants of consumption patterns. Privileged or marginalized? Reflections on the situation of the ‘third age’ consumers in the globalized markets

Summary/Abstract: Among the most important demographic factors, age plays without doubt a crucial role: it affects not only the structure of human needs and the volume of consumption, but is also treated as a fundamental variable, one modelling consumption patterns. Paying attention to age as a significant element shaping contemporary consumption is not accidental as demographic changes resulting from the rapid aging of Polish society have direct impact on the Polish economy being – something that should be stressed – under a strong influence of globalization changes now, equally in the field of consumption. A significant increase in the number of ‘third age’ consumers raises many different questions and concerns. The reason for this is the fact that a considerable part of the analysis and comments seems to emphasize only the negative aspects of an aging population, especially from the point of view of social policy, as well as from the perspective of those interested who feel as a result marginalized. Meanwhile, taking advantage of the potential of older people opens up new possibilities for the global economy creating the so-called ‘silver economy’. The aim of this article is to reflect on the situation of ‘third age’ consumers from the point of view of their marginalization and privilege on the consumption market. A better understanding of the phenomena associated with the consumption of the elderly will enable one to design and prepare more adequate actions in the social, economic and consumer spheres.

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