Over-40 year-olds are clearly keen to make the most of life, with two-thirds saying that they are now more aware of their quality of life than they were in their 20s. Nearly a third now take more holidays and short breaks than they did 10 years ago.
Targeting the over-40s clearly presents many opportunities for marketers but it is important to be aware that they are astute consumers, who are unlikely to be fobbed off with inferior goods and services. For example,
Key Note’s research showed that more than six in ten say that they are now more selective about what they buy than they were in their 20s.
Nearly three in ten respondents say that advertisers should use more people aged over 40 in their advertisements. Just a third of all over-40s say that they are perfectly happy with the clothing ranges available for their age group from high-street retailers; fewer than one in five are satisfied with the holidays offered to the over-40s by the travel industry.
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