Report reveals over-50s as brand resistant

Thu, 9 Jul 2009 | By Emily Pacey

‘I keep finding myself using the word “integrity”, and think it might be something to do with getting older,’ muses Oval Books art director Vicki Towers, who has been ‘riding the buses for free for two years now’. Towers’ observation echoes a new report about branding aimed at capturing the grey pound. It declares that ‘older people have a powerful nose for manipulation and hype, and are looking for authenticity, not artificiality’.

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