1. The document discusses the growing economic power and spending potential of older consumers in the UK. It estimates that those over 65 spent £97 billion in 2008, representing 20% of the total UK consumer population. 2. However, many companies have been slow to recognize and market to older consumers, relying on outdated stereotypes. The needs and preferences of older consumers are diverse, and chronological age is a poor indicator of consumer behavior. 3. As the population ages, certain industries will need to adapt to remain relevant to older consumers. Inclusive design of products and services will be important to engage this growing segment of the population.