In Europe, as well as in most of the other developed countries, the population is ageing. This trend is expected to continue into the next decades. In 2000,15% of the European population was older than 65 years old and this figure is expected to reach 30% in 2050 (source: United Nations).As ageing people are becoming a dominant demographic and because they want to take full advantage of the freedom they get with retirement, seniors cannot anymore be ignored by marketers as they were in the past.
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