Today’s fifty plussers are bending the rules, bucking the norm and defining Britain’s ‘new old’. Many are also enjoying the highest earning years of their working life. And, there are lots of them – but of course you know that.

What you may not know is how these age groups compare and contrast with younger folk. That’s why we’ve produced a tracking study called Wisdom, which
we hope will help you better understand 50+ consumers and their attitudes. Although this age group, which by 2020 will account for 50% of the adult population, is the biggest market for luxury cars, expensive holidays and top of the range cosmetics, some will be wondering how to pay their gas bill.

But to really understand the groups that make up the 50+ market, you have to keep moving with them and learn along the way. Wisdom will give you a snapshot of what these key consumers are thinking now, the challenges ahead and how they differ from their younger counterparts.

The report covers Banking & Advice, Work & Money, Holidays & Travel, Technology & Innovation, Shopping & Mail Order and more.

Wisdom is just the latest of many studies by Involve Millennium, the first and leading 50+ focused advertising and research agency in the UK.

So if you’d like some help in developing your ‘mature thinking’ and get more out of the 50+ sector, you should ask for a FREE copy today. Just click here and I’ll post you a bound copy to you. If you’d like to find out more about Involve Millennium you can email me at kevin.lavery@involvemillennium.co.uk.

OUR NEW BOOK

A collection of ‘Tales’ from around the world, giving a worldwide view of Baby Boomer thinking, needs and wants

Inspired by Geoffrey Chaucer’s Canterbury Tales, the 95 stories in The new Millennium Tales are written by an impressive array of pilgrims from industry, commerce, charities, Civil Service, The Army, arts and academia. They all talk about the importance of the Baby Boomer cohort.

The New Millennium Tales is not a ‘how-to’ book, it’s more an ideas book. In much the same way as The Canterbury Tales gives us a snapshot of life in late 14th century England, this book will give you an insight into the world of the Baby Boomer at the start of the second decade of the new Millennium.

‘I got your amazing book, and can’t say enough about the look, feel and content. First class all the way! It shall grace my coffee table for years.’

Carol Orsborn, CEO BoomerInfluence.com USA

 

‘My reaction is ….fantastic! What an amazing collection, and I’m very honoured to have been included.’

David Cravit, Vice President, ZoomerMedia, Canada

 

‘Looks terrific and I’m very much looking forward to reading what my fellow ‘pilgrims’ have to say.’

John Tylee, Associate Editor, Campaign Magazine

 

‘What an astonishing and fine book. Many congratulations, it is a splendid read.’

Mike Grady, Actor

 

‘The book was displayed during the conference and I kept a wary eye on it to be sure it wasn’t pilfered.’

Brent green, Brent Green & Associates, USA

 

‘Wow…the book is a veritable objet d’art in itself.’

Ged Mirfin, Flying brands

 

‘The book is gorgeous! Folks at work were very proud and so was my mum.’

Rama Gheerawo, Deputy Director, Royal College of Art

 

‘The book has arrived. I assumed it would be good but had no idea it would be that good – I loved it.’

Dick Stroud, 20plus30 Marketing

 

‘Love the book, looks fantastic.’

Tim Hamill, Royal Mail

 

‘I’ve been enjoying dipping into the Pilgrims thoughts.’

Mark Gettinby, Age UK

 

‘What a beautiful item this is. How did the idea for this take place?’

Erik Rees, British Institute of Graphologists

 

‘It’s a great volume.’

Florian Kohlbacher. Deputy Director, German Institute for Japanese Studies, Japan

 

‘Very impressive.’

Matt Thornhill, Boomer Project, USA

 

‘Thank you for such a splendid volume. I feel as though I should put on cotton gloves before opening it.’

Leon Kreitzman, Author

 

‘Impressive, wow!

Carol Martin-Sperry, British Association for Counselling and Psychotherapy

 

‘I hope you get lots of credit and other good things for this amazing book.’

Barry Graham, Speakers Corner

 

‘The book awaited me…what a fine tome.’

Nigel Lingard, Marketing Director, Fred Olsen Cruise Lines

 

‘Very classy.’

Chuck Nyren, Advertising Consultant, Copywriter and Author, USA

 

‘Super!’

Frank Leyhausen, General Manager, Medcom International, Germany

 

‘Not only a very inviting page turner but also would do credit to any coffee table.’

Mary-Anne Rankin, Disability Consultant

 

‘The book has arrived and is wonderful.’

Sir Sherard Cowper-Coles, Ex Ambassador, Afghanistan

 

‘I was so engrossed in it on the train that I nearly missed my stop.’

Janet Kiddle, Steel Magnolia

 

 

 

 

 

 

 

Recent results from an Amadeus analysis of the market show that people over the age of 50 are a growing part of the travelling public, with hotels and resorts making a point of catering to this age group.  The recent white paper, Travel Gold Rush 2020, indicates that the over 50s demographic understand the importance of taking regular breaks to recharge their batteries.

Unlike those with young children in the household, many mature adults have the flexibility to travel at off-peak times, taking advantage of the lower rates offered by hotels and attractions.  Over 50s who go on holiday aren’t necessarily looking for a place where they can sit and soak up the sun, however. According to the report, “Demographic changes and health advances will mean more travellers with more free time, who travel for longer periods and who are still able to incorporate a variety of travel experience.”

Taking time off to travel is not simply an indulgence; it is a way for mature people to stay fit and healthy.  Staying active is one of the key aspects of good health, and this demographic group is more likely than younger adults to spend more time away from home for this purpose.

Whatever the reason for travelling, it is essential for mature travellers to find adequate travel insurance.  According to a report from the Foreign and Commonwealth Office, many of the 12 million Brits who go abroad on holiday do not take the time to put adequate travel insurance coverage in place, and a third of those staying with friends or family when abroad did not purchase any travel insurance.

Twitter boasted its highest ever UK audience in May 2011 with 6.1 million UK visitors; an increase of 34% on the previous month, according to Nielsen-UKOM. The boost in visitors was assisted by a staggering 65% increase in the number of over 50s men visiting Twitter to get updates on the latest celebrities to become involved in the super-injunction controversy.

Twitter was not the only social network to see an increase in visitors aged 50+. Both Facebook and Linkedin enjoyed record audiences last month, and this was also attributed to a surge in the number of mature visitors to these sites.

James Smythe of Nielsen-UKOM stated that the over 50s age group is now primarily driving the growth of social networking sites such as Facebook. In June 2009, the average UK Facebook user was aged 18-34. However, the number of 50-64 year olds using Facebook rose by a staggering 84% in the two years following.

With the internet and social media at the forefront of information, more and more users encompassing all ages are turning to these modern facilities. From the evidence provided by Nielsen-UKOM, it is clear that the over 50s are more active users of social networks than many would have originally anticipated.

Sharon Mawson

Use this form to contact Sharon about quickpages.

Bits & Pieces have been selling a wide and constantly changing range of high quality puzzles, books, gifts and novelties through their UK catalogue since 1983.

Damart is well-known as a leading international brand and is a well-established name in the UK, especially amongst mature consumers.

The Country Collection catalogue, which has been growing steadily since it was launched in 1989, specialises in a range of distinctive, quality clothing, aimed at a discerning market with above-average disposable income.

Established in 1979, Bradshaws Direct is the UK’s number one home shopping catalogue for pond and water gardening products, including the widest range from all the leading manufacturers.

Bonmarché is the UK’s largest value retailer dedicated to providing quality women’s wear to the 45+ market.