Marketers must stop focusing on age when targeting over-50s

The UK population has aged and is ageing. There are more than 23.6 million people aged 50 years and over, 11.6 million of which are 65 plus. There are also now more people in the UK aged over 60 than there are under 18s, according to the latest estimates from the Office for National Statistics (ONS).
But marketers continue to ignore or misrepresent this growing audience. Just as the term ‘millennial’ should not be used as a catch-all term for younger people, lump