A window into the mind of the ageing consumer

Brian Carruthers

Marketers need to shift their way of thinking about lifestages in reaching older consumers, as people not only work longer, but also enjoy very active retirements.

Marketers wanting to understand the mindset of an ageing population could do worse than look at the Glastonbury Festival.

The age profile of both performers and attendees at this annual event gives the lie to many of the stereotypes that are frequently deployed when seeking to reach an older demographic.

Elton John (76) and Debbie Harry (77), to take just two people who appeared on the Glastonbury stage in 2023, presumably aren’t yet in the market for stairlifts and walk-in baths. And while few of those watching will have been of the same vintage, plenty are in the 50-plus age...

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