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Dick Stroud is the founder of 20plus30, a marketing strategy consultancy specialising in the 50 plus market. He is the UK’s leading expert on using interactive channels to communicate with the over-50s market.

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50-Plus Marketing

News, views and opinions about the most powerful group of consumers - the 50-plus market.

Monday, April 10, 2006

Must have own teeth

If you are in the least bit interested in the 50-plus market then make sure you watch this BBC Panorama programme. It will only cost 40 minutes of your life. It is a good trade, as the programme gives an excellent insight into the issue of age discrimination.

Normally Panorama programmes can be a bit on the heavy side but this hits just the right tone. For non-UK views, some of the references are UK only, but the programme's core message is valid worldwide.

This is how the BBC describes the programme.

They call it the "Vampire Theory". The idea that when it comes to the workforce, employers constantly crave the fresh blood of younger workers.

According to a recent study, ageism is the most common form of prejudice in the UK ahead of sexism or racism.

Panorama gained exclusive access to a comprehensive undercover project which reveals remarkable levels of discrimination against a job applicant on the grounds that she is considered too old at the age of 39.
. No, that is not a mistake, it does say ‘39’. Dick Stroud

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