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.”