One of the main themes coming out from our research into UK consumers is that there is an opportunity in the 55+ market. This webinar explores the insight from our up and coming report and features guest speakers Gus Desbarats Product & Innovation Consultant and founder of Alloy Design, and Gawain Hammond Head of Technology at Rare: Group.

1. Rare: Foresight
Grey Expectations
Webinar
16.7.2020

2. Introductions
Compounding pressures
The problem
Tips
Q&A
Content
RARE: FORESIGHT WEBINAR GREY
EXPECTATIONS

3. Gus Desbarats
Human-Centred Design Expert
Founder of Alloy Design
With a combined background in
engineering and human-centred
design, Gus has 36 years of
award-winning UK consultancy
experience, spanning products,
software and services. His work
has delivered commercial
success to large companies and
start-ups all over the world,
across many industrial sectors.

4. Gawain Hammond
Innovation Expert
Director of Rare: Labs
An Architect and developer
for 19 years, Gawain has
broad industry experience in
many roles across
technology, including
hardware and operating
systems, software
development, product
design and development,
and microservice
architectures.

5. Why is this important?

6. Predicting the future…
RARE: FORESIGHT WEBINAR GREY EXPECTATIONS
COMPANIES WANT TO UNDERSTAND THE FUTURE:
‘12-18 month forecast for retail and market trends for a post-COVID trading.’
‘Changes in consumer attitudes towards shopping - particularly online.’
‘Common threads coming out of the research conducted that may be applicable across all industry and sectors.’
‘Consumer attitude to retail post-lockdown. How will shopping centres respond.’
‘Future market trends.’
‘Qualified insights offering sound foundations on which to base future strategic decisions.’
‘Retail, F&D, what behaviour will look like in the coming weeks and months.’
‘Are we able to get data on how consumers are feeling about future calendar events e.g Halloween, Black Friday, Christmas, etc.?’
‘I am curious to know how people feel about the lifting of the lockdown and whether their behaviours will stick - i.e., sticking to online shopping to avoid
going to shops. Not travelling by air. Will fear affect our long-term behaviours?’
‘Understand the impact of coronavirus on industries and, most importantly, what is forecast for recovery for each industry.’
‘What behaviours are going to remain/significantly shift consumer behaviour post-lockdown (even as far ahead as Christmas).’
‘What the world looks like post covid.’
‘When lockdown ends, how are consumers going to tackle shopping for fashion - will they be avoiding malls and cities?’
‘Will responses by companies change future buying behaviour?’
‘Your market research on how consumers are likely to spend/shop coming out of lockdown and easing of Covid 19 restrictions.’

7. COMPOUNDING PRESSURES
The view for older generations
● In the UK, the over 50s hold 70% of the
UK’s wealth and own three-quarters of
the housing market (Telegraph).
● Levels of worry (presently 40%) and
concern over Covid-19 are currently
higher (Rare:) for those over 55.
● They are more likely to travel in the UK
(Rare:).
● Those aged 55+ are most likely to say
they will spend more on holidays, than
before, once it is safe (Rare:).
● They are the largest group of people
claiming to switch from in-store to online
behaviour in the future. (Rare:)

8. COMPOUNDING PRESSURES
What are the longer term
implications?
● 34% of those aged 18-24 have been
furloughed/lost their jobs.
● House value to income ratio is 8.56 (end
of 2019. It was 5.8 in 2002).
● 650,000 jobs lost during lockdown.
● Employees face job uncertainty when the
furlough scheme ends.
● Government support has been criticised
for being short-term.

9. Some still consider travelling abroad
Source: Rare: Consulting. UK Adults 18+. 1st - 6th July 2020 (N=651).
Base: When thinking about travelling / going on holiday which of the following statements best applies? (N=651). Full data tables available from
www.rare.consulting.
RARE: FORESIGHT WEBINAR GREY EXPECTATIONS
DEMOGRAPHIC
PROFILE
WILLING TO
TRAVEL TO NON-UK
ONLY
Male 16%
Female 12%
Generation Z 33%
Millennials 20%
Generation X 9%
Baby Boomers + 6%
Representing X% those that are... Representing X% those that are...
DEMOGRAPHIC
PROFILE
WILLING TO TRAVEL
TO UK ONLY
Male 35%
Female 31%
Generation Z 32%
Millennials 29%
Generation X 31%
Baby Boomers + 37%

10. Retail
RARE: FORESIGHT WEBINAR GREY EXPECTATIONS
Source: Rare: Consulting. UK Adults 18+. 1st - 6th July 2020 (N=651). Base: When thinking about the past 7 days, how frequently, if at all have
you been doing each of the following activities? Total UK (N=651, those 55+ (N=242). Full data tables available from www.rare.consulting.

11. Poll time: Bias
RARE: FORESIGHT WEBINAR GREY EXPECTATIONS
According to Campaign magazine, what proportion of the UK working in the advertising sector is
over 55?

12. The problem
RARE: FORESIGHT WEBINAR GREY EXPECTATIONS
5%Of adverts
In the USA are aimed at
those 50+ **
80%Of those aged 55+
Are more likely to use
brands that use tech to
improve their products
and services.***
6%Of the ad
industry
Are over 55 *
Source: *Campaign, **Fast Company, ***Quadrangle

13. We’ve seen it in our own data
RARE: FORESIGHT WEBINAR GREY EXPECTATIONS
Generation Zs tend to be more driven by experiential benefits, like
personalisation and fun. Their propensity to trust is high and they are more
open to some of the less functional benefits of a loyalty offering.
Millennials find brand affinity (“it’s just like me”) more important to their
loyalty than other generations. They believe strongly that what they buy is a
representation of who they are, so they’re more loyal to brands that fulfill
their needs for self-actualisation. They, too, tend to find recommendations
and personalisation important (but not quite as much as Gen Z’s), which
would fit closely to their need for self-representation.
Generation Xs place greater emphasis on ease of use and quality, which
highlights the importance of the overall experience.
Baby Boomers take a more utilitarian view with value for money and
reliability.

14. Online will be used more in the customer journey
RARE: FORESIGHT WEBINAR GREY EXPECTATIONS
Discovery
CategoryType
OTHER SHOP / STORE ONLINE
CLOTHES +1% -5% +4%
ELECTRONICS -1% +3% -2%
BUILDING AND GARDEN SUPPLIES
0% -1% 1%
FURNITURE PRODUCTS 1% -1% 0%
WHITE GOODS -1% -2% +2%
PRODUCTS RELATED TO HOBBIES AND
INTERESTS -3% +5% -2%
FOOD -2% -2% +5%
BUYING GIFTS FOR OTHERS -1% -5% +5%
ITEMS RELATED TO SPORTS -4% 0% +3%
Source: Rare: Consulting. UK Adults 18+. Data Collected on 9th and 10th June 2020 (N=856).
Now think about the future. How do you intend to purchase when the covid-19 lockdown has been lifted and it is safer to go outside? Those who
are main/joint decision makers in clothes (N=816), electronics (N=790), building and garden supplies (N=703), furniture products (N=772), white
goods (N=771), products related to hobbies and interests (N=806), food (N=813), buying gifts for others (N=796), items related to sports (N=673).
Full data tables available from www.rare.consulting

15. And it will be a key destination for purchasing
RARE: FORESIGHT WEBINAR GREY EXPECTATIONS
Purchase
CategoryType
OTHER SHOP / STORE ONLINE
CLOTHES 0% -8% +8%
ELECTRONICS -2% -3% +6%
BUILDING AND GARDEN SUPPLIES
0% -9% +8%
FURNITURE PRODUCTS 0% -10% +10%
WHITE GOODS 0% -8% +8%
PRODUCTS RELATED TO HOBBIES AND
INTERESTS -1% -6% +8%
FOOD 0% -6% +6%
BUYING GIFTS FOR OTHERS -2% -7% +9%
ITEMS RELATED TO SPORTS -2% -9% 11%
Source: Rare: Consulting. UK Adults 18+. Data Collected on 9th and 10th June 2020 (N=856).
Now think about the future. How do you intend to purchase when the covid-19 lockdown has been lifted and it is safer to go outside? Those who
are main/joint decision makers in clothes (N=816), electronics (N=790), building and garden supplies (N=703), furniture products (N=772), white
goods (N=771), products related to hobbies and interests (N=806), food (N=813), buying gifts for others (N=796), items related to sports (N=673).
Full data tables available from www.rare.consulting

16. Future behaviours
RARE: FORESIGHT WEBINAR GREY EXPECTATIONS
18-24 25-32 33-40 41-47 48-54 55+
CLOTHES 4% 19% 13% 21% 7% 38%
GIFTS 8% 9% 13% 18% 10% 43%
HOBBIES AND
INTERESTS
7% 10% 15% 16% 7% 45%
ELECTRONICS 4% 11% 13% 17% 7% 48%
FOOD 6% 14% 15% 15% 13% 37%
GARDEN SUPPLIES 4% 16% 13% 18% 17% 33%
WHITE GOODS 2% 13% 11% 17% 10% 48%
FURNITURE
PRODUCTS
4% 11% 12% 21% 15% 38%
Source: Rare: Consulting. UK Adults 18+. Data Collected 9th - 10th June 2020 (N=856).
When thinking about buying products in each of the following categories, prior to the covid-19 lockdown, which of the following best applies to you?
I would buy… Base: Those who are main/joint decision makers and would purchase in store prior to the pandemic.
Full data tables available from www.rare.consulting

17. Empathising
RARE: FORESIGHT WEBINAR GREY EXPECTATIONS
Source: Rare: Consulting. UK adults 18+. Data collected between 3rd June and 6th July 2020 (N=3,499).
How concerned are you about Coronavirus? Somewhat/Base: total sample for those 55+ (N=1,299), 55+ and retired (N=557), total UK (N=3,499). Full
data tables available from www.rare.consulting.

18. Empathising
RARE: FORESIGHT WEBINAR GREY EXPECTATIONS
Source: Rare: Consulting. UK adults 18+. Data collected between 3rd June and 6th July 2020 (N=3,499).
Which of the following best describes how you feel? ‘Worried’. Base: total sample for those 55+ (N=1,299), 55+ and retired (N=557), total UK (N=3,499).
Full data tables available from www.rare.consulting.

19. Empathising
RARE: FORESIGHT WEBINAR GREY EXPECTATIONS

20. Optionality
RARE: FORESIGHT WEBINAR GREY EXPECTATIONS

21. Safer Shopping journeys
Line Scouts
RARE: FORESIGHT WEBINAR GREY EXPECTATIONS

22. Example of what a company has done already
RARE: FORESIGHT WEBINAR GREY EXPECTATIONS
Tesco Click & Collect

23. Example of what a company has done already
RARE: FORESIGHT WEBINAR GREY EXPECTATIONS
Apple Apps

24. Tips

25. Q&A
13

26. WHAT’S COMING NEXT

27. NEXT THREE WEEKS
20th July Creating sustainable growth
with 55+ Report
23rd July Coronavirus Consumer
Tracker
30th July Coronavirus Consumer
Tracker Webinar

28. hello@rare.consulting
Thanks!