Centre for Policy on Ageing



Older, richer, fitter — identifying the customer needs of Britain's ageing population
Author(s)	David Metz, Michael Underwood
Corporate Author	Age Concern England - ACE
Publisher	Age Concern England, London, 2005
Pages	102 pp
Source	Age Concern England, 1268 London Raod, London SE16 4ER.
Keywords	Marketing ; Consumer ; Needs [elderly].
Annotation	More older people are living longer, are healthier, and many have large disposable incomes. However, compared with other market sectors, the state of the "mature market" (people aged 50+) is not well developed, and there is a poor understanding of older people's needs and wants as consumers. Age Concern England (ACE) has commissioned this book, as it was keen that business should be made aware of the market opportunities arising from the ageing of the population. The book provides an in-depth analysis of this group of consumers, and brings together essential information on four key topics: demographics; older people's characteristics; design and technology of products; and marketing to people aged 50+. The authors suggest some approaches on segmentation of the mature market; identify some key market sectors that are particularly significant to older consumers; and conclude with ten key points for readers to consider in the context of their own businesses. (RH).
Accession Number	CPA-050321006 B
Classmark	WU6: WY: IK
Data © Centre for Policy on Ageing

...from the Ageinfo database published by Centre for Policy on Ageing.