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About Dick Stroud

Dick Stroud is the founder of 20plus30, a consultancy specialising in marketing to older consumers. He is the UK’s leading expert in understanding the implications of physical ageing on the way older people behave and the products they buy.

Marketing to the Ageing Consumer
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50-Plus Marketing

News, views and opinions about the most powerful group of consumers - the 50-plus market.

Sunday, June 29, 2014

Do health innovators think about the oldest adults? No

This is a must read for any company, politician, policy maker or venture capitalist who thinks using technology will create a 'paradigm shift' or whatever they want to call it to the delivery health services. This is normally another way of saying 'cost reduction'.

Laurie Orlov, once again, identifies the fallacy of so much of the nonsense that is talked about e-medicine or whatever you want to call it.

The theory is great. The problem is is when it makes contact with the reality of life and in particular the life of the primary consumers of health services - the older-old.

The bottom line - at best the users of these services will be the educated, wealthy and reasonably fit old - more likely it will be their children or grandchildren.

This doesn't mean that we should not invest in the technology to cut the cost of delivering health services but don't let's fool ourselves that it will make more than a dent in the way that older people consume medical services. Dick Stroud

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Wednesday, June 25, 2014

Design considerations for older people with dementia

Excellence in Design: Optimal Living Space for People With Alzheimer's Disease and Related Dementias," an extensive report that details best design practices and other considerations concerning residential care settings for individuals living with Alzheimer's disease.

I suspect that this area of care is going to be a major growth industry. It is amazing how little progress has been made in proving specialist care to people with the disease.

Here is the press release and here is the report. Dick Stroud

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Report from IRI Times & Trends report “Aging America: Carving Out Growth in Mature Markets,


This report contains some great headline figures that should frighten the living daylights out of anybody in the CPG industry who has not got a strategy for engaging the ageing consumer.

The above figure says it all, or certainly should say it all.

Want a few more factoids?

Boomers + Seniors account for more than 50% of CPG spending

How about another one?

The number of Americans aged 65 and older set to double during the next 25 years and their spending power will continue to grow.

Final one for your library of ageing facts.

By 2020, annual CPG spending by boomers and seniors will surpass $230 billion.

The report, which is free then goes on to talk about the main growth areas.

Certainly worth your time registering on the IRI web site. Dick Stroud

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The difference between information architecture (IA) and navigation

This subject is very much age-neutral.

I am still surprised how many people confuse the issues of what is the Information Architecture (IA)  - the information backbone of the site - and what is the Navigation - those elements in the user interface that allow users to reach specific information on the site.

Anybody who is involved in working with digital designers should have a quick read to ensure that they are certain about the differences.

As usual a great source of advice from the Nielsen Norman Group. Dick Stroud

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Monday, June 23, 2014

The ageless internet - I am not so sure



An online panel of 1012 UK consumers aged 30+ took part, nationally representative in terms of age, gender, social economic groups and regional spread. Mmmm. Seems a rather small sample size to do all of those things.

And the only people researched were those already online and capable enough of completing an online survey. Methinks that might skew the results?

The report is useful in that it challenges the stereotypes and is nicely produced. Just be aware of the issues with the sample when reading. Dick Stroud

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