1. The document discusses the growing economic power and spending potential of older consumers in the UK. It estimates that those over 65 spent £97 billion in 2008, representing 20% of the total UK consumer population. 2. However, many companies have been slow to recognize and market to older consumers, relying on outdated stereotypes. The needs and preferences of older consumers are diverse, and chronological age is a poor indicator of consumer behavior. 3. As the population ages, certain industries will need to adapt to remain relevant to older consumers. Inclusive design of products and services will be important to engage this growing segment of the population.

1. The Golden Economy: the consumer marketplace in an ageing society David Sinclair Head of Policy and Research – ILC-UK

6. Infrequent participation and respondent would like to participate more often ELSA (English Longitudinal Study of Ageing) Wave 3 Core respondents

7. There are some very wealthy people not spending

9. Difficulty with shopping, communicating and handling money ELSA Wave 3 Core respondents. Weighted percentages.

19. Categories of household expenditure by age of household reference person (2007) Expenditure and Food Survey (2007) Office for National Statistics (created from data in click-use data table).

20. Growth in expenditure (BIS) BIS (2009) Is Business Ready for an Ageing Population? Economic Opportunities and Challenges of Ageing: an Analytical Paper. Growth in expenditure 2008-2033 (%) 0% 10% 20% 30% 40% 50% 60% 70% 80% Food/drink Alcoholic drinks Clothing Fuel/power Household goods Health Transport Communication Recreation Education Restaurants/hotels Miscellaneous Demography Expenditure growth

25. Inclusive design of mainstream