Who we are
We are a marketing consultancy that specialises in the older consumer.The business started in 2005 when Dick Stroud partnered with OMD (part of Omnicom) to research and write the definitive book about the older market. In those days it was called the 50-plus.
We rapidly started working for a wide range of clients including the Bayard Group, The Open University, Anchor Trust, RNID, The Royal Mail, The Chartered Institute of Marketing, OMD, Toyota, GSK, BBH and many more companies.Our understanding of the way older consumers behave and a background in digital technologies (Dick taught at London Business School on digital marketing) gave us an unique set of skills and experience.
Our first subsidiary company was the venture InTwoFocus, an agency that creates web video that is effective in communicating with older audiences.
Since 2011 the company has been partnering with Silver Group that is based in Asia Pacific.
The two founders, Kim Walker and Dick Stroud, shared the vision that the next major development in marketing to older people will come from understanding the implications of physical ageing.This partnership has resulted in the book, Marketing to the Ageing Consumer, published in 2013 by Palgrave Macmillan and the creation of a software tool (AF Audit Tool).
20plus30 now possess the most comprehensive range of experience and tools to help companies exploit the business opportunities resulting from population ageing.In addition to consulting and writing, Dick is a well known speaker at conferences having spoken at events in the US, Japan, The Middle East and throughout Europe.