Reinforcement of the value of marketing to older people comes in a new poll from Ipsos. Though it provides only a one month snapshot – for May – it shows 40% of over-55s are more optimistic that the UK economy will improve in the next year than the national average (33%). Note, though, that the average is unbalanced between the sexes, with 38% of men finding more reasons to be cheerful about the economy against 29% of women. Meanwhile only 27% of the 18-34 age group felt the economic climate would get better.

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