UK Marketing to the Over-55s market report
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Providing the most comprehensive and up-to-date information and analysis of the Marketing to 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 and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?
What you need to know
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.
Expert analysis from a specialist in the field
Written by Jack Duckett, a leading analyst in the Lifestyles sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
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.
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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.
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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.
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