- UKs 19.8 million over-50s are worth 175 billion
- They control 80% of the nations wealth, 60% of savings and 40% of disposable income
- 80% own their own home and over 50% have paid off their mortgage
- By targeting marketing at the over-50s, businesses can increase turnover by 20% without having to increase market share
- Marketers ignore the over-50s at their peril
- Globally, the over-50s are amongst the most affluent social group and their numbers are growing more rapidly than any other age-group
- Percentage of population over 50
- 2005 2020
- Italy 39% 48%
- Japan 46% 51%
- US 30% 35%
- Chinas rate of ageing will soon outstrip that of any other country
- A wake up call to marketers to respond to the demographic and economic changes that will shape business success.
- All About Branding
- Essential reading for marketing executives of all ages.
- Hugh Burkitt, Chief Executive, The Marketing Society