I HAVE A QUESTION. MAYBE YOU HAVE THE ANSWER?

By Hilary Woods

Earlier this week I saw an article https://ageing-better.org.uk/sites/default/files/2026-09/Data-Gaps-report.pdf that talked about the dearth (I said ‘dearth’ not death) of data available that describes or even recognises the over 65’s.  The over 65’s represents around 15 million people in the UK - give or take (and with this group the take is probably more important than with most).  The group is about the same size as the Millennials, but it covers a span of 30+ years vs the Millennials which covers around 15.

Given the hugely different historical and cultural experiences they tap into, as well as the practical impacts of ageing that can happen at different times to different people, these 15 million people will be extremely heterogeneous - not a neat, tight cohort,

My experience from 40+ years in business - and my more recent time at A3A.Agency for the Third Age (www.a3age.com) - has already made me recognise the paucity of attention this group attracts from brands.

But I wonder what might be lurking out there that I’m unaware of (despite having looked quite hard)?  Who collects what about this group?

GOV.UK does a bit, as do some organisations and brands that are focused on this group, but all too often commercially available sources just treat the 65+ cohort as just a big ‘lump’ with few nuances.

Is getting insightful data hard because it’s not there, or have I just not found it yet?  I wonder which brands currently ask research companies or ad agencies or media companies to seriously think about this group?

Perhaps it is hard getting constructive data on this group because nobody is asking for it?

I have approached the Market Research Society (MRS) as a first port of call – and they have been very helpful. I next intend to talk to media agencies to find out what they do and what they know.

Have you done this before? Do you already have the answer(s)?

If you do, please let me know.  If not, would anybody like to come on this journey with me or have any more ideas about how we could go about trying to work this out? 

Please get in touch either here on LinkedIn or via my email hilary@a3age.com.  Thank you for listening.

Hilary is Co-founder and Strategy and Insight Director at A3A