MullenLowe Group UK presents: The Invisible Powerhouse

There are 52 million adults in Great Britain. 47% are in their 50s and above. Between them they control assets of over £6 trillion. They hold 69.7% of all UK household wealth. And yet as an audience, they are routinely overlooked by businesses. At the time of writing, just 12% of UK adverts feature someone over 50 in a leading role. It makes no commercial sense.

Ageism is the last unchallenged prejudice in the advertising and marketing industry. We cannot waste another 20 years ignoring this economic powerhouse.

So MullenLowe Group UK has decided to do something about it. We’re on a mission to address this prejudice with our new report, The Invisible Powerhouse, which segments by attitude NOT age.

This essential report shines a light on the richness and complexity of the millions of people who are too often lumped together – and written off – as ‘the old’.

It will help you represent them better in your work, and resonate with individual segments on a deeper emotional level. This will make them feel included in the conversation, and feel part of life rather than left out of it. Which, in turn, will pay dividends for your brand.

Fill in the form below to download the report. If you’re interested in a presentation of the report and in specific data on your brand, drop us a line at newbusiness@mullenlowelondon.com