Middle-A used to mean chance to sort of slow down and smell the roses, but today's over 50s
and probably less likely to be sniffing flowers than
Taking a picture of them on Instagram and then throwing them out and going for a nightclub at a music festival
Apparently that's according to research by Saga magazine
Which is relaunching in a bid to reflect the changing lifestyles of its reader its editor Katie Bravery is here to tell us more along with
Branding expert Jonathan. Goodbye. Morning. Morning both. Thank you very much
And so do you think and 50 is is really different these days, and if so what's different?
Well, we've had a whole year of research into our readers and to the world of the 50 some things out there and found a lot of changes
just in the last five years and we've
Things like only five years ago
25% of over 50s had a mobile phone a smartphone and now it's nearly 80%
People are Instagram. I think 15% are going to go to festivals. As you said, they're on Facebook. They're on Instagram
They're the most dynamic vibrant connected, you know out there
The age group and it's happening so fast. We thought we'd better quickly relaunch the magazine
So today we have it's quite a cultural change. Yeah, I mean the better the baby boomers age from born between 1946 and 64
It was a shoot. It is a huge
time period and so yes, you're absolutely right
That age group in the over 50s
They have more disposable income and so and so forth
I mean they're buying more cars and people who are younger than them and more cosmetics and all sorts of things and that's a good news
So there's a lot of
Stuff that brands are looking for in terms of trying to get that their cash if you wish of their income
But that's only one side of the story
Because as I said it was a huge wave of the it is a huge wave of the population
So whilst you do have a lot of them who are going on cruises and all this sort of idea
You have even more of them who aged over 50 that from a age from 45
If they're going even for a job if they have it's
Relevant of whether they have the experience to know how and all the rest of it. They can't even get a job interview
So whilst you do have a
Big lot of people who are loving it enjoying it having second homes and all the rest of it
That is only a percentage and the third way of looking at it
Is that you've got to think that if brands are looking to try and get money from this last
Segment that's around there because the younger generation the millennials
From the point of view of income they would they do not have the same prospects as their as their parents used to have
In terms of where they
They will be living at home longer
Yeah
Pensions will not be the same kind of makeup as it is at the moment
And so you have the ethical problem is whether you are happy on
Squeezing the money from people who are 70 80 and so on and so forth in order to sell magazines and whatever it might be
Squeezing money
But that's what's happening isn't it possibly I think you're talking about the the pinch are to you, but
There's definitely generational differences, but I think there have been through time. Have they oh, absolutely
It's and I don't know about you, but when I was 30, I couldn't afford to buy a house either
I start at the bottom and I think I didn't of your age as you grow older and you hopefully save money and you hopefully
Have a job then you do get a little bit
That's a lot of hope because the jobs aren't there as they used to be when I was growing up and when you were growing up
It's a different era, but is it is it you know are people who subscribe to German magazine?
Are they are they have finally they're having to work longer?
I think lots of them choosing to work longer since the the age of 65 retirement age went from 2011
and I think now 10% of people over 65 are working longer choosing to and that's
That's kind of a good thing because frankly, I don't want to stop when I'm 65
You're just starting to get good then and if you can
You can and do you can carry on working?
That's assuming that people would give you the actual even a job in like some of the self-employed. I think as well
There's a bit no other way to go. Thank you for coming on having discussed about this
It's nice for us to sit back and we're going to get old Barley about
We have continued to discuss with something you will thank you so much
