People are living longer and this longevity is good news for sales teams. It results in a much more precise customer base for them to work from. Why we are living longer is not the issue for anyone involved in drawing up plans to market a product. What they focus on is the fact that there are now more age groups to target, which means that a sales pitch can be re-worked a number of times to more exactly fit each one. For example, rather than referring simply to ‘adults’, there are now ‘starting adults’, ‘young adults’ and ‘established adults’. Similarly, markets no longer talk about ‘children’, but tend to refer to a fuller range of categories that includes ‘kids’, ‘tweens’, ‘pre-teens’ and ‘teenagers’, we now have a very diverse population in terms of age, and that can only be a bonus for business.