Abstract
The current generation of over-50s is an affluent one. They have benefited from a free welfare system for health and education, from generous pension benefits and unprecedented increases in property values. Yet, marketers largely ignore this group of affluent consumers or treat them as a ‘niche’ sector. The authors identify a sub-group of the over-50s, called the ‘charmed generation’, possessing high levels of wealth and income. Companies should be targeting these consumers. The authors explain how this can be done.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Journal of Direct, Data and Digital Marketing Practice
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
