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With the over-50s demonstrating the most hostility towards marketing in the latest Electoral Roll opt-out figures, something must be causing offence in the targeting process. Emily Cubitt assesses the damage
Most marketers will tell you that the youth of today are their idea of Nirvana - young, free, single and rich. But there is another story.
With over 80 per cent of all UK wealth, 60 per cent of savings and two-thirds owning their own home, the over 50s market has never been more attractive.
Yet with age and experience comes discernment, which has resulted in the older population showing the highest opt-out rates from the Electoral Roll (ER) (PM last week).
Some believe this could spell trouble for direct marketers. According to Senioragency, the international marketing and communications agency network dedicated to the over 50s, this age group is set to grow by 75 per cent over the next 50 years - the average age of first-time Harley-Davidson buyers is already 59 years old. The rest of the population will only see a 1...