One size doesn't fit all

Ann Edwards outlines her work among the over 50s and emphasises the fact that this is by no means a homogenous group as it covers people with widely different ages and behaviour and with considerably different economic situations.

One Size Doesn't Fit All

Anne EdwardsTarget Direct

 

It is an inescapable fact of life we're all getting older but how useful is age as a definer of consumer groups? Age no longer significantly defines expectations, ambition, beliefs or behaviour as it has done historically, so it is becoming less successful as a segmentation tool for defining consumer groups. There is much talk about the ageing profile of the population, and the 'grey market' has become a convenient industry term to distinguish the 50+ audience. We tend to forget that this audience spans at least...

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