Over 50s

exp_olderpeopleAccording to the Office of National Statistics (ONS), more than one third of the UK population will be over 55 by 2031. This changing demographic poses huge challenges to the public sector, not least in the area of the state and healthcare pension. But while many commentators bemoan the ageing of the UK, there are big opportunities for organisations looking to engage baby boomers and older generations. According to a recent report in The Telegraph, the over 50s account for up to 80% of the nation's wealth. And while some retirees may be seduced by promises of Caribbean cruises and afternoon's spent on the golf course, recent economic events have brought stark financial realities home. Similarly the fact that more people than ever will continue some form of work into their golden years changes the way organisations need to market their goods and services - from flexible financial products through to public services.

Linstock works closely with its financial services clients like AIFA and The Hartford's Facing Retirement Forum to gain a better understanding of the social, political and wider economic needs of older people. By working with partners like the Institute of Gerontology at King's College London and The Financial Services Research Forum, we ensure that we are better positioned to recommend communications programmes that are attuned to the needs of older audiences.

Client case studies

  • Prudential

    Brief: Linstock was asked to assist with the development and promotion of a landmark study into income and wealth in retirement. The study was produced by Prudential, one of the UK’s leading providers of retirement products, and the Association of Independent Financial Advisers (AIFA).

    Activity: Linstock worked closely with an influential editorial board including Lord Lipsey and Professor David Blake of the Pensions Institute. The project consisted of primary research with consumers in the 45-70 age range, IFAs and retirement product providers. A key part of our role was to move the debate on from a discussion about the problems facing the older generation into a debate about possible solutions; all based on an understanding or consumer behaviour.

    Results: The final report provided an insight into the attitudes of the over 50s and the actions required by financial services industry. Extensive media coverage picked up on the key recommendations, including the insights into consumer decision making. One good example was the Citywire video available here.

    The successful launch event in Westminster included a keynote speech by Nigel Waterson MP, the Shadow Pensions Minister. The event was attended by over 100 key stakeholders including Mervyn Kohler of Help the Aged and Tim Jones of PADA.

  • The Hartford's Facing Retirement Forum

    Brief: Hartford Life provided a range of innovative investment and pension products in the UK. In addition to supporting product promotion among the IFA community, Linstock worked closely with The Hartford’s senior team on its thought leadership campaign - The Hartford’s Facing Retirement Forum.

    Activity: Linstock helped to set up the Forum from scratch, advising on content and advisory board membership. We helped to manage the relationships with partners including King’s College and Dr. Ros Altmann. Once the Forum was up and running, we helped to organise events, developed content and generated media coverage in the trade and national media.

    Results: The high profile State of the Nation launch was addressed by David Willetts MP, Dr. Ros Altmann and Professor Rick Trainor, principal at King’s College. Subsequent events have been attended by representatives from the DWP, HM Treasury, FSA and Department of Health. Extensive media coverage valued at nearly £100,000 included a full page splash in Money Marketing and news articles in Financial Adviser, IFA online, The Telegraph and Retirement Planner.