U.F.O. (Understanding Fifties and Over). Getting older, thinking younger

This paper describes the research conducted by OMD UK Group into the 50+ market. The first phase of the research was carried out in the United Kingdom and is now being rolled out across Europe.

U.F.O. (Understanding Fifties and Over)

Getting Older, Thinking Younger

Jo RigbyOMD UK Group, United Kingdom.

INTRODUCTION

After years of being ignored, patronised and avoided by the media and marketing industry in the United Kingdom, the over 50s are suddenly...