Grey pound

In the United Kingdom, the expression "grey pound" is used in the context of marketing and or retail sources and refers to the purchasing power of elderly people as consumers.[1] It is frequently used as a label for movies aimed at an older audience.[2][3][4][5] A similar term exists for LGBT consumers, known as pink money.

Saga, a company whose products and services target the over-50s, estimated the value of the grey pound at £320 billion a year as of 2020.[6] The grey pound is especially important in countries where older people hold disproportionate levels of wealth; in the UK, over-50s hold over three quarters of the financial wealth.[7]

References
  1. Cleland, Gary (21 November 2007). "'Grey pound' set to drive retail spending" – via www.telegraph.co.uk.
  2. "Thompson bemoans 'grey pound' films". 10 April 2014 – via www.bbc.co.uk.
  3. Cox, David (8 March 2012). "How older viewers are rescuing cinema" – via www.theguardian.com.
  4. Cotter, Lucy (4 January 2013). "Hollywood Sets Its Sights On 'Grey Pound'". news.sky.com. London: Sky. Archived from the original on 2 April 2016.
  5. "Rise of the silver-haired screen: Older people take largest share of". The Independent. 24 July 2013.
  6. Glenday, John (28 September 2020). "Brands warned not to ignore 'grey pound' as over-65s embrace e-commerce". The Drum. Retrieved 12 February 2021.
  7. Chris Watt; George Moss (22 March 2016). "Consumer trends: the grey pound". ECI Partners. Retrieved 22 March 2022.


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