LEEDS, 23 SEPTEMBER 2026
Age of Opportunity
A roundtable by HUB on how brands can understand, represent and earn the trust of the 55+ audience.
Households headed by someone aged 50+ account for 54% of UK consumer spending. Yet many older people still feel invisible in advertising, or reduced to stereotypes.
HUB knows that marketing to this audience needs doing differently.
And so do you.
Here's what we learned from your input at last month's Age of Opportunity roundtable.
"We want to feel included. We don't want to be left at the door. We want to be at your party."
Four takeaways
- 01
Target circumstance over age.
"Over 55" covers decades of different lives. Start with what's changing for someone, such as retiring, wanting adventure or more comfort at home, not their birthday.
- 02
Market to self-image, not the birth certificate.
Nobody feels their age. Casting and creative that match how people see themselves consistently outperform work that assumes they are "old".
- 03
Practical products carry emotional weight.
A stairlift or a walk-in shower solves a problem, and it also protects independence, a home and a sense of identity. The marketing needs to show both.
- 04
Good UX is universal.
Clear contrast, readable type and simple navigation aren't "senior features". They make things easier for every customer.
In partnership with Prolific North
Age of Opportunity on Prolific North
The conversation didn't end at Bill's. Prolific North turned the insights shared at the roundtable into a week of features, covering everything from circumstance, representation and trust to HUB's own work in practice. Catch up below.
Monday 12 October
The 'considered' customers brands can't afford to misunderstand
How much the "over-55" label conceals, from Debbie Marshall's postbox to households that account for 54% of UK consumer spending.
Read on Prolific North →Tuesday 13 October
What does authentic age representation actually look like?
Damart's split verdict on casting older models, and Annie Stirk on why nobody feels their age.
Read on Prolific North →Wednesday 14 October
How do considered customers decide to trust a brand?
Yorkshire Building Society and Woodlands Home & Garden Group on show sites, brochures and the reassurance behind a big purchase.
Read on Prolific North →Thursday 15 October
How HUB brought style and independence into mobility marketing
Assistive Bathing's creative refresh and expanded TV sponsorship, turning a practical purchase into an empowering choice.
Read on Prolific North →
Friday 16 October
The marketer's guide to reaching older customers
Chris Hudson on HUB's simplest advice: stop overcomplicating it, and look at the brands that already command trust.
Read on Prolific North →Case studies
We know the over-55s market - and here's the proof.
CareCo
95% revenue growth with CareCo Life
HUB's PR team created CareCo Life, a 52-page lifestyle magazine blending mobility advice, accessible inspiration, and ambassador-led features. The results? Re-engaged customers and +79% AOV.
Read the case study →
Jorvik Tricycles
A future-focused rebrand, inspired by heritage
Jorvik Tricycles had expanded nationally - and they needed a brand identity to match. From brand development to website design, here's how HUB made tricycles *cool*.
Read the case study →
Jorvik Tricycles
Full-service marketing for Jorvik Tricycles
From SEO and PPC to social, email, data, and creative, we’ve taken the reins on Jorvik's marketing strategy - including their first-ever TV campaign which increased UK revenue by 94%.
Read the case study →
Assistive Bathing
Style and independence in mobility
HUB delivered creative for 32 new TV sponsorship idents across four contemporary bathroom sets. Mobility support shouldn't mean giving up on style - and customers agreed.
Read the case study →