Marketers dig for old gold

I was interested to read Branwell Johnson’s article, Silent and Golden (MW January 17). One of the main points made is that the reason for such apathy is because this event is more likely to appeal to the “grey market”.

Yes, an affinity between the Golden Jubilee and older people is backed up by OMD research. But is this a negative thing in terms of marketing opportunities? According to TGI Gold 1999, the UK’s most affluent group is the over-50s.

As long ago as March 2001, Help the Aged started planning a Golden Garden to be presented at this year’s Chelsea Flower Show – attended en-masse by the over-50s, who represent 57 per cent of the UK’s 20 million gardeners. It’s also an age group that has a higher propensity to support the charity. And with more than 185,000 registered charities, our presence at the show maintains their support.

We all know the BITC statistics showing huge acceptance of cause-related marketing, but potential sponsors of our garden have only just started to take notice of the opportunities this presents.

When will marketers finally realise that the over-50s represent more of a “Golden Market” and are good for business?

Alison Nicholls

Head of Corporate Relationships

Help the Aged

London, N1

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