Marketing to the Over-55s - UK - August 2017
“Age-related stereotypes continue to pervade the advertising landscape, with depictions of the over-55s often perpetuating a model of senior life that is at odds with how most 55+-year-olds see themselves. Campaigns that align their representation of older people more closely with the age group’s own assessment have the opportunity to not only engage better with the demographic, but to also help improve intergenerational understanding.”
– Jack Duckett, Senior Consumer Lifestyles Analyst
The sheer size of the over-55 population makes this group a lucrative commercial prospect for businesses. However, more often than not, when it comes to representing older people in campaigns, marketers tend to fall back on out-dated stereotypes, with many portrayals failing to align with the way this cohort view their own personalities and lifestyles.
Loneliness is a growing area of concern, particularly considering links with physical and mental decline. As CSR strategies become an increasingly important consideration for consumers, there could be a significant commercial benefit for businesses that are deemed to be helping to tackle the UK’s growing loneliness epidemic.
What you get
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
* This is a sample representation of the report layout and does not reflect the research included in this report.
Why buy from us?
Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.
Buy now and you'll have instant access to the information you need to make the right decisions.
Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.
A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.