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Over-55s feel excluded by advertising
Mintel’s latest consumer research reveals that advertisers may be failing to connect with older (and potentially wealthier) consumers.
Matt King - Senior Leisure Analyst

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Britain has emerged from the recession but is faced with a long and lingering period of uncertainty. Consumers remain wary about the future, and this is reflected in spending habits and attitudes about what is 'essential'. With further cuts ahead, the general mindset is one of caution, with the biggest question of all being 'what next?' However, there is positivity too - people seemed to have moved away from the fear that pervaded much of the last 12 months.

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Binge drinking (defined by the government/NHS as 6 units in one session for women and 8 for men) is rife among 18-24-year-olds, with four in five of this age group exceeding the recommended limit on a regular basis. Although the drivers of binge drinking among the young is multi-faceted, lack of awareness about how easy it is to drink excessively is undoubtedly a major cause. For example, more than half of regular binge drinkers are unwittingly so, and many 18-24-year-olds believe binge drinking means losing control of one’s senses as opposed to having as little as two large glasses of wine (for a woman) or three pints of premium-strength lager (for a man).