Be afraid,be very afraid

Is the pensions crisis going to become a marketing crisis or will it create marketing opportunities?

In the UK the Pensions Commission has just issued a landmark report about the state of pensions over the next fifty years. It makes bleak reading for individuals and government alike. There are no easy choices: retire on a pittance, pay more tax, save more, work for longer. Whatever happens, one thing is certain: consumer spending patterns are going to change for the worse.

The Pension Commission’s long awaited report is 600 pages of facts and analysis about two subjects that bore most marketers senseless - pensions and old people. Hidden amongst the numerous graphs and charts are conclusions critical to how the consumer marketing landscape will evolve during the next 20 years. Want to know what they are? This is my analysis of the data and interpretation of what it means for consumer marketing. Dick Stroud www.20plus30.com