This Sunday it is the turn of the Observer to publish an article about the 50+ and at least they have not disappointed by coming up with an original title. I even felt reassured to see the same old photograph of man and woman (clearly aged 50+) on a stationary motorcycle.
I know it is hard to believe but the second sentence of the article was “They own 80 per cent of the UK's wealth, worth more than £280 billion”. This same sentence has appeared in every UK newspaper article about the subject that has ever been written.
Same old arguments, same “personal stories” about adventurous aged couples. Same research, misquoted (OMD’s Understanding Fifties and Over), same pattern of discussing 50+ segmentation names (did you know that “unfulfilled dreamers" least favourite brand is Eurotunnel) etc etc etc.
All articles, well nearly all articles, have one new pieces of news or quote. This one talks about a new report to be published by Demos in July titled – wait for it – “Silverservice” examining how the baby-boomers, reared in the anti-establishment Sixties, will radically reshape both the private sector and the welfare state as they age.
What worries me is that this stream of look-alike articles will bore the pants off the very group who should be reading them. I can’t wait until next Sunday to read an article that doesn't start with “..They own 80 per cent.” Dick Stroud: www.20plus30.com
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