Speaking grey language

Argues that advertisers should not be shy of targeting the over-50s; provided the product is relevant to them, all that is needed is to understand the factors which affect their purchasing decisions.

Speaking grey language

Victoria Barsby, Grey Matter, argues that unlocking the door to the valuable grey market is not as difficult as many believe

Victoria Barsby

Greys, panthers, cocoons, mature, golden oldies - give them any label you like, the over-50s are becoming the target market to explore. This steadily growing consumer segment looks like a marketer's dream: there are currently 18 million people over 50 in the UK, representing 40 per cent of the adult population. With an eye to the future, it has been forecast that by the year 2021 there will be 23 million over-50s.

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