Older consumer opportunities: Small firm response in a selected group of UK service sector markets

Socio-demographic trends mean that the 50+ age group are wealthier and now enjoy high per capita incomes. Some large firms are now exploiting the opportunities within this market. This study aims to assess whether small UK service firms are also revising their marketing practices in response to socio-demographic change. A survey suggests most small firms have not yet recognised the opportunities available. The exceptions are the more entrepreneurially orientated small firms. Discussion is provided on the need for further research to small firm behaviour in the 50+ market. © 2011 Taylor & Francis.