Those marketing to women over 60 will be interested in the recent survey of 500 of them by the Daily Telegraph’s Stella magazine. The findings included:-

o Nearly 40% felt that having more time to do what they wanted was the best thing about getting older, with 50% feeling that deteriorating health was the worst.

o Nearly 20% wanted to improve their lives with financial stability, perhaps by winning the lottery, and 14% wanted to travel more.

o More than 50% do not drink alcohol

o More than 75% had experienced age discrimination, with 48% feeling put on the scrap-heap by society when over 60.

o The Queen was the woman over 60 most admired by 45%, although 33% most wanted to look like Helen Mirren.