The over 50s market is recognised as one of the most lucrative of all with statistics suggesting that around 80% of the country's wealth and a similar proportion of its disposable income is held by the 50+ generation. Yet for many organizations it remains one of the most difficult to crack.

Debates rage about the brand loyalty of older customers, their willingness to experiment, their perception of 'value', their ability to use new technology, and their orientation towards new trends, products, services and 'fashion'. As with any other age group this can vary significantly according to gender, socio-economic position and level of aspiration. The only variable this segment can be said to have in common is age - and that is where many marketers make their most fundamental mistake.

Today with the average life expectancy now above 80 and the number of people now living beyond 100 increasing apace everyone 'over 50' simply cannot be lumped together into one category known as "old". In addition, social changes in the later half of the twentieth century mean that 50 is the new 40 - what it isn't is 75 or 80 or 90. What will appeal to someone from that older generation who is slowing down will have no interest to an active, aspirational 50 or 60 year old unless they are looking for products or services for their parents or other elderly people.

We can help you understand and differentiate the many different needs and identifiers of the various 'over 50s' market segments. We have many years of marketing experience ourselves and work with a wide range of public and private sector organisations, charities, advertising and PR agencies and media companies who wish to better focus their messages.

Our input ranges from ongoing consultancy advice to short talks, presentations, or training sessions particularly in the area of sales and front line service staff.