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Dick Stroud is the founder of 20plus30, a marketing strategy consultancy specialising in the 50 plus market. He is the UK’s leading expert on using interactive channels to communicate with the over-50s market.

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50-Plus Marketing

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

Tuesday, June 28, 2011

Never been so fit - I am not so sure

According to a poll carried out by Engage Mutual, seven out of ten over-50s questioned said they did more exercise than in their youth, while one-quarter felt physical activity had become a key part of their social lives.

I am not so sure about these stats. All the research I have seen suggests that about 20% of the 50-plus are wellness-aware. A very different number to 70%.

Of course this could mean (and probably does) that the 70% didn't take any exercise in their youth. Dick Stroud

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