41% of 40-60 year olds walk less than 10 mins each MONTH

I always take these government reports with something of a pinch of salt since I know how dangerous it is to base research on self-reported data. That said, although I wouldn't rely on the the accuracy I am pretty sure the overall message is correct.

44.9% of men and 37.9% of women aged 40 to 60 in England walk less than 10 minutes continuously each month at a brisk pace

As with all health and lifestyle related stats, there is a strong connection with the level of being 'deprived' (almost always a code for low education).

Our work helping companies respond to the natural effects of physiological ageing shows how these are amplified by lifestyle conditions.

So Mr/Mrs/Ms/ Cis etc etc marketer, what does this have to do with you? Well 40% of the 40-60 year age group is big. This analysis will undoubtedly also apply to the 60+, which means you are talking about all of your customers aged 40+, that is really a large number of people,  who rarely move their bodies.

This might just have something to do with the products they purchase and how they respond to your marketing touchpoints. Worth considering? Dick Stroud