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Meet the Owls : What marketers need to know about the over 60’s

by on October 24, 2019 in Latest News, Lead Article, Lead story, News you can use, Nuggets, Uncategorized

Meet the Owls : What marketers need to know about the over 60’s

Bill Portlock, MD at Marketing Metrix writes ... Not all over 60s are past it … …meet the OWLs

OWL stands for ‘Older, Wiser, Loaded’ and represents a group of around 450,000 people within the UK aged around 60 and over.

This group have had their cake and eaten it. This is in stark contrast to younger counterparts who may have no access to a mortgage, incur high student debt and are regularly unemployed.

OWLs eat out, shop, party, travel – and yet many brands are forgetting the multi-millions they spend each year.


Collectively, their wealth equates to nearly £2trillion.

Most have some assets, and debts/mortgages paid off.

Money, although saved to some degree, will be spent on living as they want to; be that holidays, fine dining, golf trips or fabulous parties.



Most OWLs will be healthy. They will walk, play golf, swim and run in order to keep themselves in a physical condition that will allow them to live as they like, for as long as they can.


OWLs have attitude – and huge amounts of fun. Whether this is partying, dining out, cooking for themselves and friends or even skydiving, OWLs want to make the most of their time. Many OWLs live in London, but others reside in clusters around the UK.

If celebrity OWLs are your thing (here and abroad), think Stephen Fry, Rupert Everett, Joan Collins, Julianne Moore,  Nicky Haslam and Goldie Hawn are all perfect examples.


OWLs fall into several categories, easily recognisable by those of all ages and backgrounds:

Night OWL

Paul, Brian, Alex and Deborah often look at the ‘poor young things’ vomiting in the street and pity them. As Deb often reminds ‘the boys’, once you’ve learnt your limits the world is your oyster. Their nights may not draw towards morning, but the foursome enjoys their re-education of London nightlife after years of hard work.

Barn OWL

In her youth, Amanda was known as a bit of ‘wild thing’. Now she’s happy to be known as the hostess of frequent dinner parties for her wide circle of friends.

They are fabulous events that allow for the debauchery of a night out in the comfort of one’s own home.


John likes his gym dates; or rather he likes finding potential dates at the gym. 60, gay and continuing to exhaust his friends with hilarious late nights– John prides himself on his joie de vivre.

Countless godchildren abound to keep him firmly rooted, but on occasion a little eccentricity is called for to remind everyone that life is too short to be dull.

Country OWL

Being neither aristocracy or frightfully wealthy, Gus is still comfortable among those with whom he has shared life0forming experiences despite a variety of backgrounds.

Every Thursday, he plays golf with his old army colleagues and enjoys the ‘not-quite-drunk-yet’ competition.

Empty-Nested OWL

Having worked and lived in London for most of their lives, Bobby and Suzi finally embraced their need to travel.

First off was Zanzibar where the serene calmness and heat provided plenty of excuses to try the myriad cocktails on offer.

Bobby had chosen this; partly because he found the name rather comical but mainly because the Independent had once listed it on their top ten destinations.

Thanks to Bill Portlock, MD at Marketing Metrix


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