Age UK admits first brands to business network

Natwest, Panasonic and David Lloyd leisure centres are among the first clutch of brands to join Age UK’s business network in a bid to tap into the growing and increasingly lucrative over-50s market.


Age UK will now share knowledge and insight with the brands. The charity also offers members of the Engage Business Network accreditation if products and services are deemed to reflect the needs and lifestyles of the UK’s ageing population.

Claire Martin, head of external engagement at NatWest, says that the network offers it a “valuable opportunity to stay close to this important section of our customers”.

Huw Davies-Thomas, David Lloyd Leisure’s head of marketing communications, says the network provides “invaluable access to research and insight which will enable us to reach this key audience” and allows it to “enhance services and expertise to meet those needs accordingly.”

The organisation claims that the over 50s currently have a combined annual spend of £300bn, and represent 45% of the total spent by consumers in the UK each year.

The number of people in the UK aged over 60 is also set to rise by 50% in the next 25 years. Age UK says this means that businesses need to make sure their products and services are relevant and suitable for this market to stay ahead of the competition. 

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here