AT FIFTY NOT OUT WE BELIEVE MARKETING NEEDS AN INTERVENTION. A society clouded by ageism fails to see the new demographic reality that is changing the world. Marketing has a collective addiction to youth and 'what's next'. In reality, what's next' is the emerging 50-75 market, a segment the like of which we have never seen before. The segment grows by 500 people every day. Individually and collectively they outspend younger adults in most major categories, with over 60% of Australia's disposable income. We reckon ageism skews perceptions of how these people live, behave and spend by as much as 25 years. So we turn businesses onto the opportunity by showing how things really are and revealing the huge underlying trends. We are champions of this overlooked market and of positive ageing generally. We can look into any business to determine what its growth opportunity would be if it paid more attention to this market and then co-create solutions to make that happen.