Gransnet has just produced a report citing what people over 50 know – but many marketers are still failing to grasp. “Mature” consumers are not one step from the grave and only thinking about recliner chairs, funeral plans and who’s going to get the money when they’re gone.
We over 50s don’t come as an homogenous lump. In reality we’re probably more varied as a generation as any other. We’re interested in what’s on offer, but we don’t blindly follow fashion trends to fit in. Many of us have more disposable income than at any other time in our lives.
And for many of us, we have dropped the responsibilities of caring first for children and then older relatives, and we are free to spend our time and our money where we want to.
All that begs the question, why do we feel so dismissed? According to some of the respondents of the Gransnet survey, it’s because the younger marketers simply don’t understand this market.