Target groups: Older people, grey market

 

The UK currently has about 20 million people who are 50 years old or over. This number is expected to grow to 25 million by 2021. Older people offer new market opportunities, and companies that choose ...

Nick Cole argues that, on the whole, age is not a primary discriminator. He presents data showing that the 50 to 65 age group spend more, especially on discretionary items and they have a higher perc ...

A multi-national qualitative study was undertaken, with group discussions in six European countries and in Australia, to explore the changed and changing role of women. The paper explores the historic ...

This article reports on a study that examined whether American advertisers have used negative stereotyping of the elderly, which critics claim contributes to a climate of ageism. Results of the study ...

Discusses results of a survey into the attitudes of the `grey generation' (`empty nesters'). This generation is fulfilled, active and enjoying itself. However, it has not (yet) converged with younger ...

This paper discusses the criticism that has been targeted at the advertising industry about its hesitancy to use older models in advertising. It reports research on this issue in the context of curren ...

This paper examines the Grey market, exploring whether or not it exists as a discrete sector and whether the conventional age band structure is the most useful way of segmenting it. It suggests that m ...

Discusses the problems of marketing to the `third age', and wonders why marketers and advertisers seem to find it so difficult. The difficulties of understanding what motivates older people and the em ...