By Dick Stroud

ISBN-10: 0749442581

ISBN-13: 9780749442583

ISBN-10: 0749446749

ISBN-13: 9780749446741

* includes unique study performed through OMD into the connection among age and client habit

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Additional info for The 50-Plus Market: Why the Future Is Age-Neutral When It Comes to Marketing and Branding Strategies

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The poorest 20 per cent of this age group have nearly all disappeared from the work market, while the richest 20 per cent have retired or are semi-retired. The more you look, the more evidence you will find of the disparity in wealth. Savings and home ownership are higher among those with pensions than those without. Income and wealth inequality is very much part of society in the US as well. The AARP published a study in 2004 showing that there is an increasing level of wealth and income inequality for Americans aged 41 to 59 (baby boomers).

Defined pensions have expired and gone to meet their maker! 30 The 50-plus market Government employees are the only group who are guaranteed a defined benefit pension. The cost of meeting pension commitments for civil servants, teachers, National Health Service employees and the emergency services has risen so quickly that it now dwarfs the level of publicsector debt. The estimated, unfunded public-sector pension liabilities had reached £690 billion by March 2005. The size of this figure is staggering, as is the problem it presents to government.

So, for the age range 60–64, the average net wealth is nearly £35,000, but the median is close to £5000, implying that half of the people’s net wealth is below this value. 11 The mean and median values of net wealth by age Source: Institute for Fiscal Studies, 2002 Even the most statistics-averse marketer can see that the median value is far less than the average value for the whole age range. There are a few people in each age group with a lot of financial wealth and far more with little or none.

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The 50-Plus Market: Why the Future Is Age-Neutral When It Comes to Marketing and Branding Strategies by Dick Stroud


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