Who is Fifty Not Out?

We are a collective of positive ageing advocates and marketing realists. There are many things wrong with the world today, but two in particular concern us at Fifty Not Out. The first is Ageism, because judging anyone by their age alone is just plain wrong. The second is Wilful Ignorance of the hugely valuable over 50s market. Properly handled, over 50s can generate business growth at a time when growth is hard to find. We are in business to help fix both these things.

What does Fifty Not Out do?

We leverage social inclusion into commercial opportunity. We work with businesses to enlighten them on the New Old – people aged 50 to 75. A generation unlike any before, the New Old spends over $2 billion a year and offers huge growth potential to smart brands. We help our clients identify and quantify untapped value, then work with them to remove barriers to tapping it. Quite often there’s an addiction to younger markets to overcome, which we address with our Six Steps intervention programme.

Six Steps Program