Age Concern establishes database business

Fundraising | Stefan Marseglia | 12 Jan 2010

Age Concern Liverpool will sell a database of 20,000 older people to businesses wanting to tap into the ‘grey market’ as part of a new trading venture.

The charity hopes that the trading activity will bring in £250,000 gross in the first year from marketers keen for information on the burgeoning older consumer market.

Age Concern Liverpool says that the database will offer market researchers the chance to view the opinions, likes and dislikes of over four decades of the elderly, and branded the database as a valuable tool.

A spokesperson said it was difficult to estimate how much the database cost to develop.

“[It] now gives us an even more unique commercial offer,” said David Rowland, strategic manager for business development and funding at Age Concern Liverpool. “The money will be invested back into funding our Age Concern services, which will benefit the future mature population.

The database has been created to contain information on one’s social, geographical and income groupings, all of which will allow a unique insight into the ‘grey market’ to occur.

With 70 per cent of the database being represented by four key lifestyle groups, such as the ‘working class’ roots to the more affluent ‘blue collar’ households, the product includes users from both the city centre and urban areas, to give a detailed picture.

Currently being advised by the marketing consultant Generation, Brian Roberts, director of marketing, said: “They are a real ‘grey pound’ opportunity.

“They are enthusiastic consumers who represent the largest lifestyle groups in a country that sees a staggering £250bn of consumer spending money each year.”

Directory: Age Concern

Comments

[Cancel] | Reply to:

Name *

Email *

Organisation

Job Title

Comments *

Verification *

* Please read our Community Standards

Close »

Community Standards

The civilsociety.co.uk community and comments board is intended as a platform for informed and civilised debate.

We hope to encourage a broad range of views, however, there are standards that we expect commentators to uphold. We reserve the right to delete or amend any comments that do not adhere to these standards.

We welcome:

Robust but respectful debate
Strongly held opinions
Intelligent relevant discussion
The sharing of relevant experiences
New participants

We will not publish:

Rude, threatening, offensive, obscene or abusive language, or links to such material
Links to commercial organisations or spam postings. The comments board is not an advertising platform
The posting of contact details for yourself or others
Comments intended for malicious purpose or mindless abuse
Comments purporting to be from another person or organisation under false pretences
Gratuitous criticism, commentary or self-promotion
Any material which breaches copyright or privacy laws, or could be considered libellous
The use of the comments board for the pursuit or extension of personal disputes

Be aware:

Views expressed on the comments board are left at users’ discretion and are in no way views held or supported by Civil Society Media
Comments left by others may not be accurate, do not rely on them as fact
You may be misunderstood - sarcasm and humour can easily be taken out of context, try to be clear

Please:

Enjoy the opportunity to express your opinion and respect the right of others to express theirs
Confine your remarks to issues rather than personalities

Together we can keep our community a polite, respectful and intelligent platform for discussion.