Unlocking the value of the over-50 consumer

Robert Diamond

Robert Diamond introduces his article by giving a snapshot of the over 50s market and identifies it has the fastest growing sector with substantial wealth, savings and spending power.

Unlocking The Value Of The Over50 Consumer

Robert DiamondDiametric

Marketing 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...

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