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For the first time ever, there are more adults aged over forty-five than there are aged under forty-five, and more people aged over sixty-five than there are under sixteen.
The reasons for an ageing population are increased life expectancy and decreased birth rate. Fewer women have children and those who do have fewer children. Increased life expectancy can be attributed to improved diet, lifestyle, medicine and healthcare, public health, living standards and housing.
The over-50s are an increasingly powerful group, owning 80% of the UK's wealth, and they will make up more than half the adult population by 2020. In many cases they have more time and money than ever, as their children have left home.
Older
people are no longer a niche, but in many categories are
at the heart of a new mainstream.
It is clear that attitudes, wealth and behaviour among many groups of older consumers favour their continued role as active and discerning consumers.
Provide facts and information. Most older people are experienced consumers, able to 'deconstruct' communications, who prefer to make their own decisions based upon information and facts, without unnecessary 'creativity' and emotional appeal.
For individuals, main issues include care, health, income and independence which together contribute to well-being, happiness and quality of life.
The
most common attitude of older people to age and ageing
is one of denial. People choose to act and behave in a
more
'youthful' way than their physiological age; think of
themselves as younger than they are; do not wish to think
of themselves as old; and resist or ignore all implications
of age.
Older internet users are challenging younger ones when it comes to using technology. Nearly four out of five (78%) older internet users surf the web to find out information about goods and services.
Sources:
ONS data
rhc advantage, the mature marketing agency (www.rhcadvantage.co.uk).
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I would like to take this opportunity
of thanking Jon Wickham and the team at Mabels, for their
valued support and encouragement with my book.
I personally recommend www.mabels.org.uk.
It is an extremely useful site, which is packed full of
quality information and current news, so essential to
life for anyone over fifty - (including me!)
At Mabels they believe that in retirement
we should - Make the day count because...
Every moment is a new beginning - a window
of opportunity for the advancement of self-improvement,
self-worth and above all enjoyment of life.
So why not visit Mabels... A site for
the over 50's at: www.mabels.org.uk
A truly invaluable source of welfare and social information,
right there waiting for you.
I also recommend that you take advantage
of a free membership to the Mabels-Newsletter
where you will receive regular updates of the latest news,
tips and snippets directly to your mailbox, and will soon
feel part of a truly fabulous community.
Tony Balfe
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