When you’re over 50, every decade makes a difference

Reading your piece on the brand resistance of the elderly (News in Depth, DW 9 July), I wondered whether it isn’t about time we stratified the age bands of the over-50s?

Grouping everyone older than 50 as one homogeneous market is short-sighted, to say the least.

Age groups of ten years, somewhat similar to younger age bands, would be a start – for example, 50- to 60-year-olds, and so on, would reflect the very different thoughts and emotions of the over-50s.

You have to be there, of course, to know this…
Graham Weir, Creative production manager, Focus Integrated Marketing Communications, by e-mail