The Ageing Population

2244 WordsDec 8, 20089 Pages
Ageing Population – A Key Trend If one were to take a look at the UK population, one would notice a few trends. For instance, many women are focusing on their careers and postponing pregnancies. There is also a lengthening of the life expectancy of individuals, brought about in part by better health care and technology. The combination of rising mortality improvement and decreasing fertility rates has paved the way for a demographic key trend to occur in the UK which is now experiencing and may very well continue to experience the effects of an ageing population. In a census taken in the UK in 1951, the reports showed that there were approximately .2 million people aged 85 and over. This represented over 0.4% of the entire population. By…show more content…
Despite their age, they are open to new experiences. What Are They Buying? The 50-plus group as established above are major consumers. However, given the fact that most of them are grandparents and even great-grandparents, they want items that help them to create smiles, store memories and keep the family together. They are purchasing digital cameras, laptops and the latest cell phones as gifts. The 50-plus group is spending a lot of money on leisure and travel. They are also purchasing expensive items for their loved ones, such as cars, homes and furnishings as they help family members get going. The UK retail sector has cashed in on the senior market segment by making the necessary changes to their products and the way that they market their products. Companies such as Original Shoe Company, A W Bent Limited (healthcare, clothing and textiles), Alexandra PLC (uniforms and work wear) and Marks & Spencer have been noted for directly catering to the needs and wants of the 50-plus market. In fact, Marks & Spencer has successfully seen an increase in clothing sales after launching a advertising campaign using sixties fashion icon Twiggy and contemporary model Erin O’Connor. Ford Motor Company has also seen the benefit for catering to the needs of the ageing population by configuring the Ford Focus to help ease the effects that ageing has on the human body while driving.

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