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In their rush to appeal to the 18 to 35 age group, marketers have largely ignored consumers in their 50s and beyond. In this compelling investigation, The 50-plus Market shows why marketers can no longer ignore the inevitable consequences of demographic and economic change. The richest nations in the world are getting older and this has profound implications for the marketing profession. Challenging marketing’s core assumptions about the effects of ageing on consumer behaviour, The 50-plus Market provides a fresh approach to the way companies interact with their older customers. It explains how the principles of age-neutral marketing will ensure companies capture the vast expenditure generated by some of the most affluent members of society the over-50s. Written in an accessible and straightforward style, the book analyses all aspects of marketing to this age group. Supported by research from OMD, one of the largest and most influential media communications specialists in the world, The 50-plus Market is essential reading for those wishing to refine their marketing strategies. About The Author Dick Stroud is the managing director of 20plus30, a marketing strategy consultancy that advises companies about the business implications of population ageing. He is the ’s leading expert on using interactive channels to communicate with the over 50s marked. Table of Contents Marketers on marketing to the over-50s The future is getting old(er) Myths and marketing myopia A global snapshot What’s different about being ‘old’? The strange world of segmentation The value of geode mographics The rules have changed From theory to practice Interactive channels – myths, facts and unknowns Interactive media for older eyes, hands and minds Communicating with the over-50s Thoughts about the creative What of the future?.