Older people, new markets

They are 40 percent of the population. They have 80 percent of Britain’s wealth. They are 40 percent of the consumer market. So why don’t more companies focus marketing and advertising on people over 50 years old? And why don’t companies develop products and services for this group? Today the over 50s live longer, are healthier and lead active lives. They also have money to spend. But companies ignore this market.

Advertisers focus on young people. But young people have less money to spend and their market is getting smaller. A survey showed that most over 50s didn’t like 86 percent of all advertising. This include advertising for cars. But this group spends more on cars, including sports models, than any of the younger age groups. Two-thirds of cars bought privately were bought by the over 50s.

Adverts don’t have to focus only on the over 50s. But advertisers shouldn’t ignore this group. Why aren’t advertising agencies and marketing companies interested? Perhaps it’s because the people who work in advertising and marketing are often under 50.

From the Guardian

English Language

Pre-Intermediate (2 year)

Card 5

I.