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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, January 10, 2012

Yet another daft acronym

Friends Life commissioned some research from the Future Foundation to look at the working life expectation of older people. Needless to say, things don't look good. Let me quote:


Forget putting the feet up and settling down in front of fire with a pipe or the knitting. Many of tomorrow's enterprising pensioners will become self-employed consultants, online traders or run odd-job businesses to make ends meet, according to researchers.
A generation of 'Wearies' – Working, Entrepreneurial and Active Retirees – could be forced to continue working into their seventies and beyond due to hardships caused by the looming pensions crisis.

This tells us nothing new but at least it gets some press attention. Unfortunately, the better the daft acronym the more coverage. Unfortunately, the better the acronym the less value is the research. Seems to be one of those strange laws of nature like the need for the Higgs Boson to exist. Dick Stroud 

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