You're getting old

Simon Silvester

The author examines the populations of European countries and explains that while they are, overall, static the proportion of older people is increasing while the proportion of younger people is decreasing.

You're Getting Old

Simon SilvesterYoung & Rubicam

 

For years, marketing consultancies and advertising agencies have been researching and analysing consumers in the 55+ age bracket.

The interest is timely. Numbers of these people, the so-called 'greys', are growing rapidly in all European countries and as their numbers grow, so does their spending power. However, the interest in older people obscures a much bigger issue: the population of Europe is static and as numbers of older people grow, numbers of young adults in European countries are falling rapidly (Exhibit 1).

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