In ad agencies and marketing companies across the UK, there can sometimes be a gap of many decades between the older target audience and those who are younger and who trying to understand them. Every age group has been on their own journey, but they all still have aspirations, whatever their age, even if these alter with age. Maybe they become less consumer-driven and more often about living quality lives through strong relationships, family time, good health and personal fulfilment. But how many companies actually recognise this in the products and services they provide to their customers? And how many recognise the value of employing older people to enable them to do this? Some are realising that older people have great patience, are very reliable, have a vast amount of knowledge, excel at customer service, as well as often providing the best sources of information.
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