Reaching the 'charmed generation'

Who are the charmed generation and how can you reach them? This study by Rob Brogan and Dick Stroud of 20plus30 Consulting provides the answers, highlighting how you can improve your direct mail campaign to reach the new breed of over 50s.

Using research from sources including Mintel, TGI, Royal Mail and Continental, it reveals that this target audience is highly responsive to direct mail and goes on to demonstrate how mail works for acquisition and cross-selling in both the 55 to 64 and over 65 age groups.

The comprehensive report also defines further sub-sets of the so-called 'grey market' and looks in detail at their purchasing power and spending habits.