Kevin Lavery

He is one of the founders of Millennium, the UK's leading specialist advertising and marketing agency for the 50+ market. Kevin is an advertising and direct marketing specialist with over 37years' agency experience, having started with Ogilvy & Mather in 1974. Author of the books 'The Definitive Guide to Grey Marketing', 'The Definitive Guide to Mature Advertising and Marketing' and 'The New Millennium Tales', which is a compilation of stories dealing with Baby Boomer marketing.

He is a regular conference speaker on mature marketing nationally and internationally at venues including Washington, Singapore and Sydney. He has chaired sessions in London, New York and the World Demographic Association in Switzerland.

Kevin is a founder and until recently president of the International Mature Marketing Network (IMMN) the worldwide organisation of mature consumer insight.

Women over 74 go to the hairdressers more often than other age groups.
A 25 year old can't think 55.
Women over 74 go to the hairdressers more often than other age groups.
55-74 year olds in the UK are amongst the most prevalent older internet users in Europe.
Majority of over 50s holiday makers book online.
Playtex rebrand targets over 50s.
Women over 50 are a third more likely to drive topless (convertibles that is) than men.
Over 50s are more likely to start using social networking sites on mobiles than their younger counterparts.
The over 60 market will grow by 81% by 2030. The 18-59 market by only 7%.
50% of consumers in casual gaming market are women over 40.
61% of new cars are bought by the over 50s.
Developed nations got rich before they got old. Undeveloped nations are getting old before they get rich.
Two thirds of all the people in the history of the world who have reached the age of 65, are alive today.
Older folk are more persuaded by emotional and not rational ads, regardless of product category.
Conventional wisdom says 18-35 year olds are most desirable target – pull your head out of the sand and follow the money.

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