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...

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