UK Lifestyles of the Over-55s market report
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Providing the most comprehensive and up-to-date information and analysis of the Lifestyles of the Over-55s market, and the behaviours, preferences and habits of the consumer.
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What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?
Expert analysis from a specialist in the field
Written by Jack Duckett, a leading analyst in the Lifestyle sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
Recent years have seen an increase in the inclusion of older demographics in marketing, particularly in the fashion and BPC (Beauty and personal care) markets, but it remains far from standard. As the senior population continues to grow it is crucial for brands to recognise the full potential of marketing to older adults and tailor campaigns accordingly. Challenging stereotypes of this age group is key, as is reflecting how products and services can be relevant to them specifically. There is a strong focus on health amongst this cohort, which could be an effective way for brands to make their mark.
Senior Consumer Lifestyles Analyst
Key points included
- The senior population continues to grow
- Obesity rates highest amongst older adults
- Mental health awareness continues to rise
- Over two thirds of over-55s are smartphone users
- Over-65s boast strongest financial situation
What you need to know
Recent years have seen an increase in the inclusion of older demographics in marketing, particularly in the fashion and BPC (beauty and personal care) markets. But it remains far from standard, and there are particular issues when it comes to reflecting the social and ethnic diversity of older generations.
Additionally, despite the over-55s exhibiting a clear engagement with the importance of their health and wellbeing, marketers are arguably missing opportunities to engage with this audience as they focus healthy living messages on the young. As the UK’s senior population continues to grow, it will be in brands’ best interests to be more inclusive of this demographic in advertising, with campaigns showing how their products and services are relevant to them.
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