Opinion: Grey gets to grips with the over-50s

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.

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!



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