Since 1995, we have worked with many organisations, big and small, helping them reach out to an audience which is largely misunderstood, poorly monitored - and yet hugely influential. Across the world, many countries are experiencing unprecedented population changes as advances in medical science extend life expectancy, and the "bulge" of the post-war Baby Boomers reaches the age of 50 and beyond. In many countries, the 50+ numbers already account for more than 35% of the total population and demographic predictions are that this will reach 50% in the next 20 years. Relatively debt free, and with most, if not all, of their working lives behind them, they account for the majority of their country's wealth and have a higher disposable income than younger age groups. Yet it is a fact that the vast majority of the advertising spend in these countries is directed at younger age groups - ignoring statistics which clearly prove the 50+ consumers buy more luxury goods, more foreign holidays, more top of the range cars and more cosmetics and pharmaceutical products than any other group. At Senioragency, because we understand that the 50+ sector is not a single homogenous mass, and we understand the diversity of needs, desires and habits, we have the insight to help our clients maximise the opportunities offered by the mature consumer group, and to create compelling advertising campaigns which will enable them to build buisiness and shift perceptions.