The document discusses the growing market of older consumers and recommendations for engaging them effectively. It notes that older adults currently spend over £97 billion annually and will account for 25% of the consumer market by 2030. However, many companies ignore or stereotype older adults, missing business opportunities. The document provides dos and don'ts, advising companies to consider older adults' diverse needs and interests, understand barriers beyond money, and ensure accessibility through inclusive design and good customer service.

1. The Golden Economy: the consumer marketplace in an ageing society David Sinclair Head of Policy and Research – ILC-UK

6. Yet as we age the consumer market becomes more difficult

9. Don’t 1: Let’s not assume older people are all the same.

10. Many like to travel

11. Don’t 2: Don’t Assume Money is the Biggest Barrier: Social Participation and Age

12. Yet people would like to participate more

13. There are some very wealthy people not spending

14. It’s not just about money.

15. Distribution of net household financial wealth 1 : by age of household head (2006/08)

25. Categories of household expenditure by age of household reference person (2007)

26. Growth in expenditure (BIS)

28. Do 4: Well design your services