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

Latest articles

First look at London Design Fair 2019

Much of the work at this year’s event is underpinned by sustainability, with designs from the likes of Mexico, the UAE and Scandinavia all being featured for their eco-friendly credentials.