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The Grey Consumer Market Assessment 2002

  • ID: 3883
  • January 2002
  • Region: United Kingdom
  • Key Note Ltd
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In 2001, 39.2% of the total UK population was aged over 45 this is forecast to rise to 40.8% by 2006. In terms of the adult - over 15 - population, nearly half (48.2%) were aged over 45 in 2001. There is an over-representation of women within this age group, especially among the over 75 year-olds - this is due entirely to the fact that women have a greater life expectancy than men. However, improvements in healthcare have meant that men have begun to narrow the gap - by 2001, 36.5% of all over 75 year-olds were male, compared with 34.8% in 1996.

Marketing and advertising to this age group can be problematic, not least because these consumers can be sensitive about the way they are portrayed in advertising, especially of the type which lumps all `older people' together without taking account of the considerable differences between them. The fact that creative staff in advertising and marketing agencies are often aged in their 20s may also make it difficult for them to empathise with these consumers. The importance of this age group, and the unique problems in targeting it, have led to the formation of a number of agencies specialising in the mature market.

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