They’ve been humiliated, patronised and insulted by advertisers and
agencies for far too long. So full marks to Grey London for taking the
over-50s seriously enough to set up a specialist operation to exploit
their spending power, estimated at pounds 145 billion a year.
It’s a step in the right direction. But with 95 per cent of Europe’s
adspend directed at consumers yet to reach the half century, 130 million
’oldies’ may yet remain a niche category for marketers. Some niche!