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Embrace the over 55s, firms urged

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22nd Feb 2007
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UK businesses need to wake up to the spending power of around two million over 55 year olds who have the highest disposable income of any other consumer group, a new report has claimed.

According to Royal Mail, people aged over 55 – which it named the "charmed generation" - have a net capital worth of around £1bn, a level of wealth not expected to be achieved by future generations.

The postal business said the group spends the most on luxury goods and services, makes over half of all new car purchases and takes 37% more holidays a year than any other age range. It added that they are also increasingly becoming a source of finance and buying influence for their children and grandchildren's purchasing.

"This group of cash-rich consumers has evolved as a result of affordable housing in the 1960s, with properties significantly appreciating in value over the decades," it said.

The report said that although the 15% rise in the level of direct mail being targeted at the over 55s shows that many UK businesses are waking up to the spending potential, more companies need to take advantage.

"I find it incredible that a lot of advertising and marketing activity is directed towards what is now coined the iPod generation, when in fact iPod should stand for insecure, pressured, over-stretched and debt-ridden," said Dick Stroud, managing director of 20plus30 Consulting, which carried out the research.

Alex Batchelor, marketing director of Royal Mail, added that businesses should be investing time on understanding the motivations of the older group, and identifying effective ways to market to them.

"Over the next decade the number of people aged 50-69 will in increase twice as fast as those aged 18-34," he said. "Consequently, there has never been a better time for businesses to start engaging with this enormously profitable market."

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By AnonymousUser
23rd Feb 2007 11:52

True
Absolutely true. Advertisers mostly chase under-30s with more money than sense. It's quite fun to fill in all those impertinent marketing questions on websites, guarantees etc. and make up diferent personalities with different ages, outlooks, sexes etc. You get far more interesting junk mail. However, there is very little for the 45-65 age bracket and most of it is very dull - cars, conservatories, not much else. I suspect the reason is because selling to that age group requires real work, not just flash and piffle.

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