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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.

Thursday, December 18, 2008

“Older and Disabled People”

I remember when Ofcom first announced that it was grouping “older and disabled people” into a single group as deserving of a special representative that I wrote a blog posting saying that I thought it stank of the stereotyping. For a quasi-government agency it should know better. Clearly it doesn’t because it has just appointed a somebody else to this role.

The explanation might be that Ofcom is bit short of funds and so has to group special needs groups together. Somehow I doubt they would have dared grouped ethnic minorities and the socially deprived.

Practically it doesn't make a jot of difference what they do since the committee only meets four times a year. Looks like it more an exercise to be seen to be 'inclusive'' rather than being serious about the issue. Dick Stroud

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