Over-50s know their hairnets from the Net

The gradual awakening of the marketing industry to the powerful financial appeal of the UK’s over-50s, “Targeting the silver surfers’ pot of gold” (MW June 29) is by no means a singular experience.

Consumers aged over-50 have long been short-changed by service providers of every hue, not least financial, and high street insurance providers still routinely discriminate against the over-50s, rather than recognising a risk- averse, low-claim, competitive market.

It is encouraging that brands are showing more interest, but it is essential to put “surprise” at high levels of IT literacy and the use of “price comparison sites” aside for good, and accept that people aged over 50 are informed and discerning.

David Holden

Managing director



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