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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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