Charity Age Concern is gearing up to take on Saga with the launch of a membership programme next year. It aims to encourage the over-50s to reassert their influence in society.
The scheme, called Heyday, aims to motivate the generation that helped change society in the 1960s into demanding action on the issues they face as they grow older. It will offer special deals and discounts across a range of products and services.
Age Concern says it wants Heyday members to help create a national debate on how to improve the lives of all older people.
The charity’s research shows that half of over-50s feel that marketers ignore them and almost 60 per cent believe the portrayal of older people in the media is negative.
Age Concern director-general Gordon Lishman says: “There is no avoiding the fact that society must change, and in some cases dramatically, if it is to give full value to older people in our ageing world.
“Heyday will open up new options and opportunities for our members at a time when action can be taken.”
The charity says its new division will operate independently to the charity and will not affect its other services, such as its trading arm Age Concern Enterprises, which offers products and services to older people.