Meet the charmed generation

Abstract

The current generation of over-50s is an affluent one. They have benefited from a free welfare system for health and education, from generous pension benefits and unprecedented increases in property values. Yet, marketers largely ignore this group of affluent consumers or treat them as a ' niche' sector. The authors identify a sub-group of the over-50s, called the ' charmed generation', possessing high levels of wealth and income. Companies should be targeting these consumers. The authors explain how this can be done. © 2008 Palgrave Macmillan Ltd.