Marketing to the over 45's [Archive]

alexknight

17th November 2009, 17:58

papverpoppies

17th November 2009, 18:15

Hi

My daughter is a Uni and has been asking me for advise. Now i am able to give her a certain amount of input but i am now stuck.

She hs done all the research and has identified that her market can be expanded to the over 45's .

The product is smoothies, Innocent brand.

I am stuck on giving her some innovative/creative advise on how to market the product to the age group of over 45.

All I have come up with so far is:

Market in adverts at cinemas aimed at films that appeal to the over 45's.

Advertise in magazines such as Saga brouchures, mens health, and fitness magazines etc.

And the phrase, Innocent is not just for the Young!

Not very creative I know, and I would hate to go down in my daughters estimations. :rolleyes:

Any help appreciated.

Alex

How about:-

You dont have to be young to be Innocent (something like that)!
You are never to old to be a Smoothie.
Smoothie lovers are always Innocent whatever their age.
Message boards aimed at the over 45's.
Dont forget womens magazines, of which there are dozens and dozens.
Beauty Parlours/Spas
Hotels that do day/weekend pampering sessions.
Private swimming pools
Doctors surgery
Hairdressers

Poppy

papverpoppies

17th November 2009, 18:19

Towns Womens Guild
Womens Institute.

Neither are specifically for the over 45's, but they are predominately made up of that age criteria.

Google them for their national headquarters.

Poppy

Geoff T

17th November 2009, 18:19

What about dentists? Smoothies would be good for getting around the dentures!

alexknight

17th November 2009, 18:28

TFGtv

17th November 2009, 18:31

Advertise in magazines such as Saga brouchures, mens health, and fitness magazines etc.

And the phrase, Innocent is not just for the Young!

LOL! Way to alientate your target demographic...

Do you people live in some alternative universe??? Dentures?? Stairlifts???? At 45??????

Saga Brochures??? Maybe if you're marketing to the over 75s! :rolleyes::rolleyes:

The very name Saga (sound like saggy) conjours up images of droopy octogeneraians desperately trying to re-capture their lost middle-age...

.....As for the catchphrase? See above!

These days, if you're 50, reasonably fit and active there's a VERY good chance you're only-just middle aged! You've possibly got another 25 years of work ahead of you! Professional people in their mid-40's are very likely to be bringing up (and keeping up with) young or early-teen children.... And probably at the same stage in their life as their parents were in their early 30's...

She needs to do some serious research on the current attituded and priorities of her target market... You're talking more James May with his giant Scalextric set And Carol Vordemann with her curvy bottom than Michael Parkinson with his free Parker Pen and June Whitfield with her nice carriage clock...:D:D:D

SusanP

17th November 2009, 18:35

Dentures? Not just for the young? At the age of 45!!! I think 45 is young!

I seem to remember from the days I worked in an advertising agency that the over-45s hardly ever go to the cinema, so cinema advertising is rarely aimed at this age group.

Women in their mid-40s are likely to still have children at home, so perhaps an appeal to how Smoothies are healthy for kids could be a marketing tactic.

Readers of Saga magazine and puzzle magazines, and members of the Women's Institute and Townswomen's Guild tend to be much older - 70+, I'd say. You could market to this group with a nostalgic slogan eg tastes like juice used to taste.

Another idea might be to publish recipes for desserts or cocktails that incorporate a Smoothie as ingredient. This age group probably cook more than younger people.

papverpoppies

17th November 2009, 18:37

I like the ideas Poppie, especially the quotes.

As for promoting them as a product for denture wearers I'm not so sure :eek:

From what I have gleaned, advertising to the over 45's (something which is largely overlooked by most companies) is done using 'young' looking over 50's, such as you see in the life insurance policy adverts. Also in the mobility products. The man/woman using the stenna stairlift always look as though they could run a marathon!!!

I'm thinking of promotinmg the smoothies as a healthy way to your five a day and also to promote the health benefits.

Stay young with an Innocent smothie?

Thanks for the comments so far, any more??

Alex

Most advertising is misleading - and you are right about using younger people, or giving older people 'air brushing' or whatever they call it.

One of the well known faces for the Marks and Spencer ads, was photographed a few weeks ago, she looked nothing like she does in the commercial, they wipe about 15 years off her for the TV.

Perhaps you could work on a jingle for smoothies and the over 45's.

When I worked in catering (long ago) all the over 45's LOL!! always had prunes for breakfast yuk!:D

To this day, I cannot stand looking at the things.

So perhaps smoothies could become the new (keep you regular) for the trendy over 45's:D

Down with prunes - up with smoothies.;)

Poppy

TFGtv

17th November 2009, 18:53

From what I have gleaned, advertising to the over 45's (something which is largely overlooked by most companies) is done using 'young' looking over 50's, such as you see in the life insurance policy adverts. Also in the mobility products. The man/woman using the stenna stairlift always look as though they could run a marathon!!!

Alex... what the HECK are you reading? where are you 'gleaning' this from???

The ads you're talking about are aimed at the over 75s NOT the over 45s!!! Apart from somone who's had an accident or is disabled WHO THE HELL WANTS A STAIRLIFT at 45???

You can't honestly imagine all those insurance ads with silver haired blazer wearing retiree gluing his choppers in with blu-tak are aimed at anyone other than the elderly??

Your real name isn't Brian Haggas is it??? ;)

As for Poppy with her prunes??? PRUNES??? WTF!!!

papverpoppies

17th November 2009, 18:58

Alex... what the HECK are you reading? where are you 'gleaning' this from???

The ads you're talking about are aimed at the over 75s NOT the over 45s!!! Apart from somone who's had an accident or is disabled WHO THE HELL WANTS A STAIRLIFT at 45???

You can't honestly imagine all those insurance ads with silver haired blazer wearing retiree gluing his choppers in with blu-tak are aimed at anyone other than the elderly??

Your real name isn't Brian Haggas is it??? ;);)

You might need a stair lift (at whatever age) if you drank loads of the stuff!!:|

It does have cleansing properties about it, so I understand, from the over 45's!

Poppy

TFGtv

17th November 2009, 19:01

You might need a stair lift (at whatever age) if you drank loads of the stuff!!:|

It does have cleansing properties about it, so I understand, from the over 45's!

Poppy

Ok I get it now... You live on a planet where people only live 'till their 50?

papverpoppies

17th November 2009, 19:01

Alex... what the HECK are you reading? where are you 'gleaning' this from???

The ads you're talking about are aimed at the over 75s NOT the over 45s!!! Apart from somone who's had an accident or is disabled WHO THE HELL WANTS A STAIRLIFT at 45???

You can't honestly imagine all those insurance ads with silver haired blazer wearing retiree gluing his choppers in with blu-tak are aimed at anyone other than the elderly??

Your real name isn't Brian Haggas is it??? ;)

As for Poppy with her prunes??? PRUNES??? WTF!!!

There is no need to be rude!
It was written with tongue in cheek hence the ;)

And as I am one of the over 45's I think I am entitled to take the p**s out of myself, thank you very much.

Poppy

papverpoppies

17th November 2009, 19:02

Ok I get it now... You live on a planet where people only live 'till their 50?

No - I just have a sense of humour.:D

Poppy

TFGtv

17th November 2009, 19:06

No - I just have a sense of humour.:D

Poppy

If I appeared rude I apologise... Missing Smiley... Must be getting senile.... I'm all of 47... Not long to go now (croak!) ;)

patientlady

17th November 2009, 19:13

papverpoppies

17th November 2009, 19:15

If I appeared rude I apologise... Missing Smiley... Must be getting senile.... I'm all of 47... Not long to go now (croak!) ;)

So long as I can keep the stairlift at bay, do not need dentures, and keep ALL my own hair, I shall be a happy bunny.

I do agree with you, that 45 and over is no age (well I would, being that)!

When my Mum was that age it was considered over the hill - but not anymore.

This is the age (so they tell us) that has the money, goes on exotic holidays,the keep fit classes are full of us (not me):).
Someone I know, did not start her family until she was 40- she is one of the yummy mummys.

You can be old at any age, its outlook that counts - and drinking smoothie innocent.;)

Poppy

ethical PR

17th November 2009, 19:16

Hi

Not sure where your daughter is studiying but if she is near London she can go to the British Library it has a Business Centre with really good research facilities. If she is studying marketing or PR related subjects she can join CIM or CIPR as a student member and access their research facilities. There's also lots of research on the web on marketing to the Grey Pound (50+) sector.

papverpoppies

17th November 2009, 19:21

Never mention the over 45s ANYWHERE in the advertising

Make the font much larger as its a fact that eyesight deteriorates at a rapid rate from 42!

If they are low cal mention that - I would never touch a smoothie because of there high calories

and Good luck

Oh heck yes..I have to wear binoculars these days - x 50 magnification!:(
Is that a frown or a wink?

I have 20+ plus pairs of reading glasses dotted about the house, as I am always loosing them.

So big print would be useful.;)

Poppy

MrsPWN

17th November 2009, 19:38

I would also like to point out that I am over 45 and only just getting going!!!

How about she goes along the line that over 45's are incredibly busy and a smoothie would be a convenient/fast way of getting some of the 5 a day.

An innovative idea may be using them as a base for a daiquiri???? Now THAT would appeal to me :D

TFGtv

17th November 2009, 19:41

You can be old at any age, its outlook that counts - and drinking smoothie innocent.;)

True...

I have two uncles... The first is 67... And every time you see him he's like Marvin the freakin Paranoid Android with his aches and pains and moans and mumbles... If he got off his fat backside every now and again... :rolleyes: He's been like that since his 50's...

The other (great uncle actually; married into the family) is 89, still oversees the running of his three restaurants... Still drive his old Saab like a deamon... Still has to have his Savile Row Suits and his Rolex and his cigars... Still prowls around looking for the next big deal...

I know an 84 year old who, three times a week, cycles a 10 mile route that takes him into the foothills of the Pentlands. Quite a climb even if your relatively young and fit and he's not slow either....

It does all pose some fairly interesting questions in marketing terms. But I can't help thinking in all seriousness that there are young marketeers out there still working from 1950's demographic data... either that or it's a plot by middle aged marketing lecturers to completely fox up the careers of their younger rivals...:D:D:D

ShortCouture

17th November 2009, 20:13

papverpoppies

17th November 2009, 20:23

I have to agree with Matt/TFGtv - every word!!!! I am starting a fashion business aiming at women 30-55 - and I have to tell you that your image is seriously out of date.

45-55 (with a wide margin) is not old by any description whatsover. I know many many women who would start a riot if they were addressed as being a SAGA candidate.

And Matt - if your 89 year old uncle is single - can I get him to meet my Mum - he sounds perfect for her?

Not me, I love Monsoon, Indigo Moon, Pachamamas, it was gut wrenching having to kick the polyester and nylon into touch.:D

I do agree, some women do look old by the way they dress.

It is attitude change that some women need - they seem to think that being 45+ does mean bed socks, knitted tea cosys as hats, and cocoa at bedtime.

I like MrsPWN am just getting started and life is great, and fun!

Bring on the bling, the perfume, and whatever else is going, I will have some.;)

Poppy

Gillie

17th November 2009, 21:36

I do not believe I read over 45's and Saga in the same sentance ... purleasse!!! Come on now ... my mother at 67 yrs young still shops in the same shops she always has done, has never once contemplated Saga or anything else as such and even has a facebook page where she chats with the 'young ones'!!

Mind upon saying that, I have noticed that facebook advertising can now target certain age groups - perhaps that would be as good a place as any as I believe you can see how many your target market would be with members!

TFGtv

18th November 2009, 00:03

And Matt - if your 89 year old uncle is single - can I get him to meet my Mum - he sounds perfect for her?

:D:D:D

I wouldn't put it past him... He's originally from Hong Kong, Came here in the late 50's, met and married my Great Aunt... He goes back over for Chinese New Year (having run the rest of us ragged at Hogmanay)....

My cousin tells me that at last year's CNY celebrations he was up teaching all the old Hong Kong birds 'The Slosh'.... :):) He still plays a mean guitar too... Party piece the old Irish folk song "The Black Velvet Band"....

Which comes out the 'Brack Velet Ban' and reduces the entire family to knots... :D:D Top bloke my old Uncle Chow; love the ol' fella to bits... Hope he lives to 150!

alexknight

18th November 2009, 07:49

Ok, I was a little wide of the mark with my examples, but wanted to stimulate a discussion which it has done! :p
I take on board the comments and yes, the thought of a 45 year old, holding a smoothie on a stenna stairlift, with some funky music may not be the way to go! :eek:
What i was trying to do was think of specific advertising aimed at the 0ver 45 target group. :|
Being 45 myself, I am scratching my head to think of what advertising works for me. :|
Lynx advert perhaps, not that I’m trying to be cool and young you have to understand! It caught my attention though.:cool:
As for prunes, don’t even go there. :mad:
I’m not convinced though about the anti Saga though. They are trying to aim their holidays at the ‘younger’ over 50 market, if you get what i mean. Being 45 means waving good bye to the 18-39 holidays, although us young mid forties guys and gals could most probably show them a thing or two! (they do take bookings up to 35). :cool:
My likes so far: :)
You dont have to be young to be Innocent (something like that)!
You are never to old to be a Smoothie.
Smoothie lovers are always Innocent whatever their age.
Message boards aimed at the over 45's.
Dont forget womens magazines, of which there are dozens and dozens.
Beauty Parlours/Spas
Hotels that do day/weekend pampering sessions.
Private swimming pools
Doctors surgery
Hairdressers
Towns Womens Guild
Womens Institute.
You're talking more James May with his giant Scalextric set And Carol Vordemann with her curvy bottom
nostalgic slogan eg tastes like juice used to taste
Another idea might be to publish recipes for desserts or cocktails that incorporate a Smoothie as ingredient. This age group probably cook more than younger people
Never mention the over 45s ANYWHERE in the advertising
How about she goes along the line that over 45's are incredibly busy and a smoothie would be a convenient/fast way of getting some of the 5 a day.

An innovative idea may be using them as a base for a daiquiri (cocktails)
It's more difficult than it looks really.
Thanks for all the input, any more ideas gratefully acpeted.
Alex

alexknight

18th November 2009, 07:56

Ok, I was a little wide of the mark with my examples, but wanted to stimulate a discussion which it has done! [/font]
I take on board the comments and yes, the thought of a 45 year old, holding a smoothie on a stenna stairlift, with some funky music may not be the way to go! :eek:[/font]
What i was trying to do was think of specific advertising aimed at the 0ver 45 target group.[/font]
Being 45 myself, I am scratching my head to think of what advertising works for me. [/font]
Lynx advert perhaps, not that I’m trying to be cool and young you have to understand! It caught my attention though. :cool:[/font]
As for prunes, don’t even go there.[/font]
I’m not convinced though about the anti Saga though. They are trying to aim their holidays at the ‘younger’ over 50 market, if you get what i mean. Being 45 means waving good bye to the 18-39 holidays, although us young mid forties guys and gals could most probably show them a thing or two! (they do take bookings up to 35). [/font]
My likes so far:[/font]
You dont have to be young to be Innocent (something like that)![/font]
You are never to old to be a Smoothie.[/font]
Smoothie lovers are always Innocent whatever their age.[/font]
Message boards aimed at the over 45's.[/font]
Dont forget womens magazines, of which there are dozens and dozens.[/font]
Beauty Parlours/Spas[/font]
Hotels that do day/weekend pampering sessions.[/font]
Private swimming pools[/font]
Doctors surgery[/font]
Hairdressers[/font]
Towns Womens Guild[/font]
Womens Institute.[/font]
You're talking more James May with his giant Scalextric set And Carol Vordemann with her curvy bottom[/font]
nostalgic slogan eg tastes like juice used to taste[/font]
Another idea might be to publish recipes for desserts or cocktails that incorporate a Smoothie as ingredient. This age group probably cook more than younger people[/font]
Never mention the over 45s ANYWHERE in the advertising[/font]
How about she goes along the line that over 45's are incredibly busy and a smoothie would be a convenient/fast way of getting some of the 5 a day.[/font]
An innovative idea may be using them as a base for a daiquiri (cocktails)[/font]
Thanks[/font]
Alex[/font]

TFGtv

18th November 2009, 08:18

I’m not convinced though about the anti Saga though. They are trying to aim their holidays at the ‘younger’ over 50 market, if you get what i mean. Being 45 means waving good bye to the 18-39 holidays, although us young mid forties guys and gals could most probably show them a thing or two! (they do take bookings up to 35).Didn't SAGA FM have to change their name to Smooth Radio? :rolleyes: The 'SAGA' bit was puting listeners off....

They're giving the appearance of targetting the 'younger' over 50s... I strongly suspect that isn't really the gameplan at all though...

alexknight

18th November 2009, 09:00

I'm getting more convinced about the Saga image not being aimed at the 45 - 55 target group. ;)

Alex

Be Known PR

18th November 2009, 11:04

This is an interesting challenge. Having done a PR campaign for Innocent in the past, I can tell you that they are very geared up towards the younger end of the market.

Innocent currently have an annual park festival/fete in Regents Park which attracts the twenty/thirty something brigade, along with young families and has become a major annual event. Maybe suggest doing a more 'refined' version aimed at empty nesters.

She could also look at sponsorship ideas. Sticking to the Innocent style, this could be more classical events such as concerts at Kenwood or Proms in the park.

The 45+ market is reaching retirment but not there yet, so maybe something along the idea of getting in shape for retirement and days spent on golf courses or in the gym.

Innocent is a 'fun' brand, so that must play a part in any marketing activity. It's also important to remember that their main market is ABC1 rather than C2DE, because they are not cheap products.

telemax

18th November 2009, 11:11

The 45+ market is reaching retirment but not there yet, .

You having a laugh?:)

Be Known PR

18th November 2009, 11:20

You having a laugh?:)

Not at all. I am not saying that anyone over 45 is past it (far from it). But in terms of setting a bracket for a target audience. The over 45s generally means anyone from 45-60ish. For a significant number of upper and upper middle class in this bracket (which is the Innocent market), they will already be thinking about when they can retire or start cutting back! Even if it is a number of years away and just fantasising.

papverpoppies

18th November 2009, 11:38

Not at all. I am not saying that anyone over 45 is past it (far from it). But in terms of setting a bracket for a target audience. The over 45s generally means anyone from 45-60ish. For a significant number of upper and upper middle class in this bracket (which is the Innocent market), they will already be thinking about when they can retire or start cutting back! Even if it is a number of years away and just fantasising.

The latest research I read was that 45+ are the new market to target, especially females.

Family has left home, and they are rediscovering all the things they had to put on hold whilst they raised the kids.

I am in that 45+ market, and I am insulted that anyone would think I was even considering retiring and slippers.

I day dream - but it sure as hell aint about retiring - and I would boycott any ad campaign that ran along those lines.

What a negative attitude for anyone to have at that age (at any age)!

I think it is the ad people who want to get 'real' - and stop trying to stereotype us all.:(

Poppy

beverleymoore

18th November 2009, 11:39

As I became officially over 45 at the weekend (and haven't yet subscribed to the Saga brochure, though I once worked for Saga) here's my perspective:

Some of us are old enough to be a bit cyncial. Innocent's cutesy brand image doesn't necessarily do the trick. Specially now they've sold the big stake to Coca Cola. And maybe us over 45s can be a bit mean too. A lot of us are shopping for a family. The drinks are nice, but they are expensive. A couple of Innocent smoothies add up in price but don't last long in the fridge.

Think of them as a affordable luxury rather than an everyday purchase and look at how other goods in that category are marketed. Finish work and have my treat before tackling the dinner etc.

Innocent is my guilty secret?

Be Known PR

18th November 2009, 11:50

I am in that 45+ market, and I am insulted that anyone would think I was even considering retiring and slippers.

Apologies if I have caused offence.

I do however know lots of people in the 55-60 bracket that are either cutting back their hours and or thinking about semi-retirement/retirement. This does not mean they are getting their slippers out. On the contrary, they are off out and about spending their children's inheritance (and I don't say this bitterly....http://www.yours.co.uk/Yours-Magazine-News/Search-Results/In-the-News/SKIing-What-about-the-kids/), looking after their grandchildren and generally enjoying life.

papverpoppies

18th November 2009, 12:11

Apologies if I have caused offence.

I do however know lots of people in the 55-60 bracket that are either cutting back their hours and or thinking about semi-retirement/retirement. This does not mean they are getting their slippers out. On the contrary, they are off out and about spending their children's inheritance (and I don't say this bitterly....http://www.yours.co.uk/Yours-Magazine-News/Search-Results/In-the-News/SKIing-What-about-the-kids/), looking after their grandchildren and generally enjoying life.

No offence taken.

I quess we are all just different - and if people choose to want to do these things, thats ok.

It is when we are force fed what we should be doing/thinking about, that I get annoyed.

Spending the kids inheritance - sounds fun to me.

Poppy

TFGtv

18th November 2009, 12:15

The 45+ market is reaching retirment but not there yet, so maybe something along the idea of getting in shape for retirement and days spent on golf courses or in the gym.

This is just nuts! Barking! Even those approaching 50 are typically TWO DECADES away from retirement! The 45+ demographic is roughly where the 30-somethings were 20 years ago... Most of my contemporaries have young families and are actively building their careers... :|:|:|

telemax

18th November 2009, 12:21

The latest research I read was that 45+ are the new market to target, especially females.

Family has left home, and they are rediscovering all the things they had to put on hold whilst they raised the kids.

Poppy

Where do those researchers get their data from I wonder?. When I'm 45 my kids will be aged 10 and 11. Leaving home? I don't think so. It's not like I'm the only one either, almost everyone i know with kids is in exactly the same boat, agewise.

papverpoppies

18th November 2009, 12:37

Where do those researchers get their data from I wonder?. When I'm 45 my kids will be aged 10 and 11. Leaving home? I don't think so. It's not like I'm the only one either, almost everyone i know with kids is in exactly the same boat, agewise.

I have friends who fit your decription as well, so not sure who does the research!

Not very good are they:rolleyes:?

All I know, is that, life is for living, having fun and hopefully being able to make your own choices however old you are!

Sure advertising can be fun, I enjoy looking and reading some of it - but lets get it into perspective, we DO NOT have to swallow it ALL hook, line and sinker.

Maybe it shows how out of touch advertising is becoming.

Also noticed that it was said in this thread that Innocent Smoothies are aimed at the younger age bracket (maybe so - but not at their price level)!

Anyway off to tell all my family that slippers are a must as a pressie for me this year (I dont think so)!:)

Poppy

alexknight

18th November 2009, 16:44

Some very good comments again.

I like Innocent is my guilty secret.

I don't think any one is suggesting that you hit 45 and that is it, slippers retirement etc.

I will be 46 in April and I still think like a teenager, but starting to realise physically that i am not as young as i was. :eek:

The teenage mentality may be just a man thing or just my immaturity.

Both my daughters don't bat an eyelid if they see me in the same nightclubs. :cool:

However in terms of where you fit in, in respect of demographics, we are not in the 'young' age group anymore, although we may feel we should be. Harsh i know.

Also, cynisism does play a part as you get older and wiser!

The upside of hitting 40+ is (generally speaking) you have done the struggle bit, i.e first home, children, climbing the areer ladder etc, and possibly have more 'me' time.

Shoot me down if you disagree, i don't mind. :p

In the context of marketing, I see a lot of 'adverts' aimed at a different demographic than the 40+ market, which i feel is often overlooked.

The problem in trying to market a 'cool' product to over 40's is that the young ones then see it as uncool, as 20+ group do see the 40+ group as 'old'??

My children were horrified when they knew i was on facebook, but they now accept it and as i said before, they just take for granted that thier dad is re-living his youth!

So the question is: can you market the same product at different age groups, without aleinating either group and increasing your market share?

Alex

Jen at My Marketing Team

18th November 2009, 16:57

I was 40 a few months ago - and wasn't bothered at all - still feel very young and feel all my friends - some of whom are 50 - are equally young...... But now I'm depressed!! I though stairlifts, dentures and saga magazine were years and years away - not just round th corner!!

Seriously - I think TFGtv is right. Your daughter needs to research into what the characteristics of her target market are. What stage of life are they at (still in active employment, most still with children at home - sometimes very young children, what are their interests, what do they watch on TV, what do they read - magazines and newspapers, hobbies etc.

There are some generic prompt questions on my website which can help to define a target market (http://www.my-marketing-team.com/target-market.html) http://www.my-marketing-team.com/target-market-questions.html .

Only when she has a true and comprehensive picture can she start to think about how to reach them.

Good luck!

Jen

PS. I'm not quite 45 but approaching it and I drink Innocent Smoothies every day because they are delicious and they are a very tasty and easy way of contributing to my five-a-day! (I used to spen loads on fresh fruit and then have to bin its mouldy remains a week later!)

Gillie

18th November 2009, 17:49

Well my mother at 67 is having the stairlift in her house removed as it was there for my father who was not allowed to climb stairs at 70 due to heart issues, although he didnt stop working until he was 68!!

And we are led to believe that the retirement age is going to rise in the next few years, as the Gov can't afford for us to retire and claim state pension as they are bust - so beware of stats - they are constantly changing and with it the views on life and what to expect etc.

I feel myself its just a tad patronising to mention saga and stairlifts to anyone under the age of 75 ...