Marketing, social and economic change: the UK is growing up
4 August 2014
The UK population is ageing, with over-40s in the majority for the first time in 2014/15. Since 2002, Baby boomers (young in the 1960s) and Gen X (1970s) have increased their shares of the UK’s wealth, disposable income and consumer expenditure.
Baby boomers and Gen X remain very firmly engaged with traditional media alongside the internet – older demographics are much more multimedia than younger demographics, who are disengaged with traditional media to the benefit of digital media.
Baby boomers and Gen X are engaged consumers, inclined to switch brands and adopt technology, and brands that optimise exposure to them through traditional media will gain share.