GrownUps is passionate about providing great resources and services for the 50-plus community here in New Zealand. To keep up-to-date with the current trends and insights, each year it runs the GrownUps annual survey, with 150,000 members nationwide invited to participate. Here are some of the results.
If you think anyone aged 50+ is old, past their use by date or is simply boring think again. 50 is only the halfway point and there’s a heck of a lot of life left. Consultant Richard Poole shares how the demographic is made up of tech-savvy, travelling and entrepreneurial individuals.
With a website that promotes living life to the fullest, GrownUps is the perfect partner for a campaign about saving lives. Earlier this year it joined Heart Saver in its Become a Heart Saver campaign and has since been helping to deliver life-saving devices across the country.
11 years since founding GrownUps, Richard Poole sits down with us to reflect on the website’s chapters and the lessons he’s learned along the way.
With a life expectancy longer than ever, the over 50 age group is more active, working longer and spending more. They also have aspirations to see the world, which Globus is fulfilling by reaching out to them through GrownUps with ads and unique travel packages.
Earlier this year, Cigna acquired the GrownUps website, opening the door to new insights and a greater understanding of the 50-plus market. And while it’s still early days, Cigna chief executive Lance Walker says marketers across the industry should be following suit and taking the time to better understand this important market.
Grey, old and ignored. This is the perception Richard Poole fought against when he founded his online magazine dedicated to those older than 50. And now ten years on, the job isn’t done, but the industry is starting to notice that he might have been onto something.