Despite the recession of today, a recent Pew Research study confirmed that three-quarters of all adults 65 or older say they still plan to leave an inheritance to children or family members. By contrast, less than half (43%) of all adult children with older parents say they expect to receive an inheritance (http://pewresearch.org/pubs/1223/not-your-grandfathers-recession-literally) .
It is not that those 65 and older have not been impacted by the current recession, but they have for the most part downsized and made their investment portfolio more conservative in nature, knowing what they think they will need to pay for in the years to come.
Having money and parting with money are two different things. Businesses, now more than ever, need to provide value that outweighs consumers choosing the status quo.
What do consumers need? Trust and confidence that the company they do business with can not just meet their needs, but can surpass their needs to the point that the consumer would be willing to share their positive experience with others.
Per chance, this is also what businesses want too.