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Retirees Are Diverse -- Stop Treating Them As One Group

The UK population is older and wealthier than it has ever been but in order to communicate with older consumers effectively marketers need to understand the diverging sets of retirees, new research finds. Brands selling products and services to retired people should plan their marketing around four distinct consumer segments, research suggests. The report by Experian Marketing Services claims that the UK’s elderly population is becoming increasingly diverse.

Read the whole story at Marketing Week »

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