“Age-related stereotypes continue to pervade the advertising landscape, with depictions of the over-55s often perpetuating a model of senior life that is at odds with how most 55+-year-olds see themselves. Campaigns that align their representation of older people more closely with the age group’s own assessment have the opportunity to not only engage better with the demographic, but to also help improve intergenerational understanding.”
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Overview
Overview
This report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Overview
Executive Summary
Issues and Insights
Market
Market
Mintel provides a range of market information across categories including: forecasting and share information; internal and broader market environment information; and the issues that affect the market in question.
The Market – What You Need to Know
Market Drivers
Consumer
Consumer
Mintel conducts exclusive and original consumer research for reports, bringing up-to-date and unique insight to topical issues. This research examines the impact of social, economic, cultural and psychological influences on consumers.
The Consumer – What You Need to Know
How the Over-55s Describe Themselves
Fears for the Future
Exercise Habits of the Over-55s
Attitudes towards Grocery Shopping
Attitudes towards Family and Social Life
Data
Data
Reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
Appendix – Data Sources, Abbreviations and Supporting Information
1st August 2018
“Government ministers have warned that the high temperatures seen across the UK and Europe this summer could become a common occurrence in future, posing a significant health threat, especially for the UK’s burgeoning senior population.” 
15th June 2018
“In further support for the ban of the term ‘anti-ageing’, a report from the RSPH gives actionable policy recommendations for the media and beauty industries. How they choose to respond to these recommendations has the potential to change their relationship with older consumers, either for worse or for better.”
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Reaching out to lonely seniors
