'Old is the New Young'. Not the most inventive report title but it is worth downloading the summary

Euromonitor has published a report about oldies and business.

Seems to me that like most such reports it tells us lots that we already know but I am sure it contain a few nuggets of wisdom.

Glad to see that they quoted Kim Walker, who like me has been trying to get marketers to forget about age-based marketing.

As Kim says: "It (age-based marketing) is out of date. Instead, position your product as the hero and target consumers by their attitudes instead of demographics."

Also good to see that report pays some attention to the physiological effects of ageing. You can download a summary of the report. Dick Stroud