The older or ageing consumers in the UK

This article explores the characteristics and attractiveness of UK older consumers to marketers. It shows that the UK's ageing population is potentially a dominant segment of the consumer market of the future.
  

The Older Or Ageing Consumers In The UK: Are They Really That Different?

Rizal AhmadThe University of Kent at Canterbury

1. Introduction

It is a well-known fact that the UK population is getting older. A similar phenomenon is also noted in all developed economies such as Japan and Germany. The number and proportion of older people in the UK is growing and authors speculate that they are expected to dominate the consumer markets of the future (Long 1998; Carrigan & Szmigin 2000; Szmigin & Carrigan 2000). The Office for National Statistics (1999a) projects that people aged 50...

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