The last
marketable
day on earth

How brands miss out on an opportunity to engage with the 50+ market

The retiring and elderly are predicted to generate 51% of urban consumption growth in developed countries by 2030. And contrary to popular opinion, mature consumers don’t just spend on healthcare.
So why do most brands send them on an early retirement by either misrepresenting or ignoring their needs? With the 50+ market purchase power and reality of an ageing society, there has never been a better time to try to get under the skin of this often misunderstood consumer group. Here, we discuss some of the biggest misconceptions about consumers who are 50+ and present ways in which brands can become their advocates.