Thus far we have given you the positive picture of the over 50s. In reality the market is a very complex one with income and spending power, health, and thus quality of life, distributed very unevenly.

A significant proportion of the over 50s, some 40%, rely on state benefits to support themselves. And within that, a significant number are lonely and depressed – isolated and not engaged with society.

This is a watershed period for people as they come to terms with the ageing process and how it might impact on their lives. People have to come to terms with retirement; lower incomes; physical, mental and emotional change; their loss of ‘youth’; children leaving home; a whole number of complex issues. Some people have a very positive attitude towards this process, others become depressed, and still others live in denial.

Whether you are a marketer wanting to develop new products, or a communications company searching for a strategic insight and the appropriate tone of voice, or a government department needing to target those in need most effectively, better understanding of this market is essential.