Unlocking The Value Of The Over50 Consumer
Robert DiamondDiametricMarketing to over50s is being heralded as a key industry trend for the first decade of the 21st century. The appeal is obvious, given the concentration of disposable income within the 50+ age group. The potential returns from tapping into this value are equally clear, and demonstrated in the US where dedicated 50+ marketing has been under way for over a decade.
The first challenge to unlocking 50+ value is in delivering effective targeting when age and income the most common variables for market segmentation are not clear...