The UK Government publishes a document (beware its size: 78 pages and 1.2 Mb) providing assistance to the over 50s. Well, to be more precise, it is a document listing ways that Government services can help this age group.
As a skeptic about the ability of Government to do very much for me, other than relieve me of a great deal of tax, I read this document from less than a neutral position, to put it mildly.
The document started by asking me - Do you want to know more about:
- the help and advice available through government and voluntary organisations?
- your opportunities to get the most out of working in later life?
- stimulating and rewarding leisure activities
- keeping fit and healthy?
- planning for your future?
Well it would be churlish if I said these topics were not of some interest. As I read on I found the document to be well-written, interesting and likely to be of assistance. There were parts of Government that I had no idea existed, just waiting to help. I counted over 20 web sites of different Government departments and schemes with something to offer the over 50s.
The sheer volume of sources of advice is in itself a problem and of course it doesn’t mean you receive anything like the benefits the list. However, it is not bad.
So what interest is this to a marketer? I think the list of subjects the document covers maps pretty well onto the primary interests of the 50+. If you agree with that premise, then it provides a means of prioritising the products and services of interest to this age group. That is not a bad starting point.
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