Steel Magnolia: 50+ market research experts
the 50+ market, comprising nearly 20 million people, is the fastest growing sector of the population and the wealthiest but those aged 50 and over are still, to a large extent, ignored by marketers in the 21st century.
Fact: It is not a homogenous market. You would not expect a group of some 19 million people to have the same attitudes beliefs and behaviours. Those turning 50 today are very different than those turning 50 in the late 1980’s. They are more active in many different ways and have grown up being valued by marketers – they find it very difficult to believe that just because they have reached a ‘certain age’ they are no longer valued.
Fact: To effectively market to this age group a deeper understanding is required. That is where Steel Magnolia can help you – by helping you develop products, services and communications campaigns that engage with the relevant target group – whether that is by life stage or attitude through bespoke market reserach. For details of the services we offer read on.
About Janet Kiddle
Janet Kiddle is the founder of Steel Magnolia and turned 50 in 2002. With her background in strategic planning in advertising (Saatchi & Saatchi and Team Saatchi) and market research (The Research Business International) she uniquely combines specialist understanding of target group with understanding the needs of brand marketers, brand planners and consumer insight team