With very little competition for the spending power available in terms of product or service development, or share of voice.

Not only do the over 50s have a higher disposable income on average than their younger counterparts, they are also growing fastest in terms of numbers in the population.

Today the over 50s already number nearly 19 million – one third of the total population, and nearly 40% of adults aged over 15.

As well as living longer, they’re healthier and more active, a trend that is set to continue. As a group they are far more likely to have substantial assets, cash and the time to enjoy life. What they are less likely to have are mortgages, school fees and nine to five jobs.

Have you caught up with the fact that 50,000 small businesses are started by the over 50s every year? 70% will be trading in 5 years compared with an average of 28%.