- 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
The 50 Plus Market
Why the Future is Age-Neutral When it Comes to Marketing and Branding Strategies
Tactics and techniques for tackling the over-50 grey panther market. Based on research by leading media agency OMD, it includes examination of age-neutral marketing, segmentation, demographics and technological and economic changes affecting consumer habits of the 50-plus market.
Key features at a glance
EAN: 9780749449391
Edition: 1
Published:
Format: 234x155
336 pages
About the book
Challenging marketing's core assumptions about the effects of ageing on consumer behaviour, The 50 Plus Market provides a fresh approach to the way companies interact with their older customers. It explains how the principles of age-neutral marketing will ensure companies capture the vast expenditure generated by this affluent group.
This compelling book analyses all aspects of marketing to this age group. Supported by research from OMD, one of the largest and most influential media communications specialists in the world, The 50 Plus Market is essential reading for those wishing to refine their marketing strategies.
About the authors
Dick Stroud is the managing director of 20plus30, a marketing strategy consultancy that advises companies about the business implications of population ageing. He is a leading expert on using interactive channels to communicate with the over-50s market.
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