IOF ‘Baby Boomers’Fiona Hought, Managing Director, Millennium. June 2008

What they think...

30% believe insufficient brands are aimed at them

Are open to trying new brands and products, 75% do so each month

82% are worried about the state of the world their children and grandchildren will inherit

92% believe the government is not doing enough to safeguard the environment

74% believe technology has made their lives better

23% would consider going on a nudist beach

27% wish they had worked harder at school

11% wish they had had more sex

20% would rather keep working than retire at 65

Over 70% believe the next 10 years will be the best of their lives

About their finances...

The over 50’s account for 80% of the nation’s wealth which equates to £5 trillion

And account for £205 billion plus collective spending power

Amongst Baby Boomers:

43% intend to spend kid’s inheritance but 50% are worried about finances

However 25% of those who have retired wish they had saved more for their retirement

And a third of those in their 50’s want to make more money before they die

Less than 5% have made any provision for long term care or their funeral

Income often split 3 ways They spend it on themselves Their parents Their children

Their parents : 25% of those 55 to 64 are contributing to the cost of their parents retirement

Their children : 60% still supporting grown up children

But over 40% intend to blow the lot before they die!

How they consume...

60% buy on price

75% try new brands and products each month

Less than 40% tend to stick with the same brands

50% are likely to try a brand they are not familiar with on the strength of a money off coupon

88% like being offered free samples

They account for 30% of all online purchases and are set to dominate online shopping by 2010

What do they consume?

55% of all financial services

The fastest growing sector for volunteer holidays

They make up 31% of all botox treatments

50% of all spend on face care cosmetics

Take 37% more holidays on average than the under 50’s, taking up to 8 or 9 holidays a year

60% of all private new cars

But they aren’t being engaged...

59% say today’s advertising is not relevant to them

68% believe advertising is misleading

56% particularly dislike advertising overtly aimed at the over 50’s

55% believe marketers treat them in a patronising way

So how do we effectively target the baby boomers?

How do you go about segmenting the baby boomer audience - and which segments will be most amenable to your product or service?

Creative PreferencesQ

ualitative Research

Qua

ntitative Research

Life

styl

e Q

uest

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aire

s

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ia C

onsu

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23.2%

AGE BAND

LEVELS

L1

L2

L3

L4

L5

THRIVERS SENIORS ELDERS SURVIVORS

3.3% 1.2% 0.6%

7.6% 5.8% 0.4% 0.2%

5.5% 4.8% 0.3% 0.2%

2.6% 4.3% 0.3% 0.2%

2.1% 14.7% 15.6% 7.1%

Then overlaid with 5 levels based on:

> Lifestage > Lifestyle > Affluence> Financial sophistication

To deliver the 20 unique segments

Describing T1 – Level 1 Thrivers (23%)

Working primarily in the professions or senior managerial positions

All have higher than average household incomes and over 1 in 3 are earning in excess of £50k

Generally 2+ car families, living in larger 3 or 4 bedroom detached houses, with mortgages still to pay

The majority still have children living at home, with very few grandchildren

Financially sophisticated, serious investor with ready access to credit

Still physically active with heavy membership of sports clubs and gyms etc

Heavy readership of the broad sheets and very high levels of internet access, both at home and at work

Interested in good food, good wines and travel

Describing T3 – Level 3 Thrivers (%)

Working primarily in white collar positions

The majority have household incomes of less than £20k with only 19% earning over £20k

Primarily 1 car families, living in smaller 2 or 3 bedroom semis houses, with mortgages still to pay

The majority still have children living at home, with very few grandchildren

Less financially sophisticated, with limited investments

Still physically active

Heavy readership of red tops and the mail, with average access to the internet

Interested in gardening, reading and records

Describing T5 – Level 5 Thrivers (%)

Working primarily in manual jobs with higher than average unemployment

Vast majority have household incomes of less than £10k

Generally 1 car families but in 3 have no car and are reliant on public transport, over half are renting and only 1 in 5 have a mortgage

The majority still have children living at home, with very few grandchildren

Financially unsophisticated with no real investments

Still physically active with heavy membership of sports clubs and gyms etc

Heavy readership of the red tops and virtually no internet access

Again primary interests are gardening, reading and the pub

How do we engage with them?

Being 50 means I got to see theClash live at the Rainbow Theatre.I got to taste Cresta, which was, trulyfrothy man. I snoggedAndrea Whiteduring the powercuts, seen Martianstrying to peel potatoes... and I getto save an absolute bucketload onmy home insurance!DEREKHOWSON, KEIGHLEY,WEST YORKSHIRE

Hebridean (Level 1)

Paris Travel (Level 1+2)

Cottages 4 you (Level 1-2)

MASA (Level 1-3)

Holiday Rentals (Level 2-3)

Greenwoods (Level 3)

Kaleidoscope (Level 1)

Different looks. Stunning collections, all with the

detail that makes Kaleidoscope different.

Different from the high street. So many different shops

in one place – your own home. Open 24 hours a day –

shop when you like with no crowds, no changing

rooms, no hassle and 14 days to try at home!

Different ways to shop. Shop online, by phone or by

post – enjoy personal courier delivery within 48 hours

and easy courier returns.

Different ways to pay. By credit or debit card, or

spread the cost with your own Personal Account.

When you become a Kaleidoscope customer

not only will you receive a guaranteed award

of up to £1500, you can look forward to:

Shop online, by phone or by post

www.kaleidoscope.co.uk

’08

Post your

award form

todayRET154

£1500 GUARANTEED

UPTO

£1£1£500 GUARANTEED 1UPTO

1

We love giving you a guaranteed award

of up to £1500 when you send

for the Kaleidoscope ’08 Collection.’08

£10, £50, £100, £500, £1000 or £1500? It’s the luck of the draw.

As soon as we receive yoursigned claim form, an award will be selected for you at random.We guarantee that you will receive at least £10 – but it could be up to £1500 or any of the other amounts in between. All the amounts will be allocated and you have the same chance as anyone else, so send us your claim form today.

We’d love to give you a guaranteed award up to £1500 to spend FREE

Post your award form

today

WE DETAILIt’s the detail that makes Kaleidoscope fashionand home ideas different from anything you’ll fi ndon the high street.

And, when you send for the brand new ’08 Collection today, we’ll allocate your award. Plus, when you place your fi rst order we’ll open a personal account* for you and credit it with the value of the award to spend on anything from the book.

It’s the detail that makes Kaleidoscope fashion

* Subject to status. See terms and conditions on your enclosed letter. We reserve the right to refuse an order.

Plate gap non printable Plate gap non printable Plate gap non printable Plate gap non printable Plate gap non printable Plate gap non printable Plate gap non printable Plate gap non printable

Plate gap non printable Plate gap non printable Plate gap non printable Plate gap non printable Plate gap non printable Plate gap non printable Plate gap non printable Plate gap non printable

Con

trac

tsize

10”x42

5mm

with

7mm

plate

gap

It’s the detail that makes Kaleidoscope fashion different from anything you’ll find on the high street.And Kaleidoscope is different in other ways too.Different looks.Stunning collections,with Kaleidoscopes detail.Different from the high street.Open 24 hours a day - no crowds,no changing rooms,no hassle and 14 days to try at home!Different ways to shop.Shop safely and securely online,by phone or by post - enjoy personal courier delivery within48 hours and easy courier returns.Different ways to pay. By credit or debit card,or take up to 56 days to pay andspread the cost with your own personal account.

SPROCKETAREAWITH1MMBLEED10”X425MMWE DETAIL

Special OccasionSEE PAGE 42

EveningWearSEE PAGE 68

Daywear StyleSEE PAGE 84

LivingSEE PAGE 266

Garden StylingSEE PAGE 390

We love a celebrationDon’t miss our unique 25th Anniversary collection that brings together allthe detail,style,sophistication and individuality that makes Kaleidoscopedifferent.Turn to page 8,or visit www.kaleidoscope.co.uk and viewthe collection in dazzling 360° detail.

£45 SEE PAGE 244

£40 SEE PAGE 295

Shop online,by phone or by postQuoting all relevant codes found overleaf.

Call on 0844 556 4100Between 8am and 11pm, 7 days a week

Order onlinewww.kaleidoscope.co.ukyou can order 24 hours a day and instantlycheck if the item is in stock.

Win

a£1000shoppingspree

see orderformfor details

£40 SEE PAGE 343

£30 SEE PAGE 300

We love the sparkling diamante front panelon an evening dress,the chain handles of apatent croc handbag, the embroidered

detail on evening shoes,sequins arranged ina floral pattern,the elegant quirkiness of a blackpebble lamp, the bold floral patternof aVenetian cushion,the contemporary stripedesign on aMilan dinner set,theway that detail

makes everything in Kaleidoscope sodifferent.

£49 SEE PAGE 253

£80 SEE PAGE 72

KAL_8657_Stationery REPRO.qxp:Layout 1 4/6/08 15:25 Page 2

Marshall Ward (Level 3)

Ask JaneOur design director, Jane Stott gives yourhome a style makeover with our fantasticnew range of spring - fresh designs

“Of course it’s not

all fashion. They’ve

transformed my

home’s style too”

Address*

Surname*Title*

Send for your FREE copy of the all-new Marshall Ward Spring catalogue, today.

Call 0870 1500 707quoting MJXXXX for your free catalogue or visit www.marshallward.co.uk

Name*

Postcode*

Phone No.

Alt. Phone No.

email

Previous address *if lived here for less than 3 years

Goods are provided by Littlewoods Shop Direct Home Shopping Limited. Shop Direct Financial Services Limited (“SDFS”) provides your catalogue credit account and other financial services. Both companiestogether with Littlewoods Finance Company Limited are members of the Littlewoods Shop Direct Group (“the Group”). By giving your information to these companies you agree that it will be shared within the Group.SDFS will search the files of credit reference agencies who record the enquiry and will share information about you and the conduct of your account with them, other lenders and relevant third parties. Information(including credit and electoral roll data) about you and those with whom you are financially linked will be used to verify your identity and for credit assessment of you and other members of your household. Informationheld about you by the Group may also be used for credit assessment. SDFS will also use your information to open and run your credit account including payment recovery, fraud prevention and debtor tracing. TheGroup will use your information, including shopping habits, for their marketing and your information may also be shared with third parties. Group companies and carefully selected third parties may contact you formarketing purposes by mail, telephone, email, text or otherwise. If you do not wish to be contacted by third parties for marketing purposes please tick this box c The right to refuse any application and / or change theoffer is reserved. UK Channel Islands and BFPO only. Littlewoods Shop Direct Home Shopping Limited, registered no: 4663281 and Littlewoods Finance Company Limited registered no: 4660974: 100 Old Hall Street,Liverpool L70 1AB. Shop Direct Financial Services Limited, 19th Floor Arndale House, Arndale Centre, Market Street, Manchester M60 registered no: 4730706. †When you spend £50 or more.

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It's easy to send for your Marshall Ward Spring catalogue:

�Complete the coupon ensuringyou fill in all the details so that wecan process your request quickly.Details indicated with * arecompulsory.�Pop it in an envelope and returnto: Marshall Ward, FREEPOST,London Road, Preston, PR11 1FA(No stamp needed)�Your catalogue will be despatchednext day. Happy shopping!

WEEKEND STYLE“This military style jacket is fittedand looks great with both skirtsand trousers. Its gathered seamgives bigger arms extra room foran elegant silhouette.”

e

“THIS NEW RANGE GIVES ME EVERYTHINGI NEED TO CREATE MY OWN STYLE”

Rococco Duvet Set. Buy One get One FREE From £20

LAID BACK SMART“Our tunic top is the ultimate

elegant cover-up! The flattering notchneckline lengthens a short neck. The

pretty detail cleverly draws the eyeupwards, away from hips and bum.”

“Who saysfashion costs a

fortune?It’s how youwear it that

counts”

SMART STYLE“Our safari dress is simple, yetsurprisingly flattering. The sleevesdisguise larger than average arms,whilst the belt shows off your waistto its best advantage.”

Ask GillGill Appleby, our Fashion Stylist gives you tips on the latest looks and adviceon clothes to flatter every figure, you can also email her with your questions.

“I love being ableto try something

on in my own homebefore I buy”

“Discover whatsuits your shapebest and make

the most ofyour assets”

MJXXXX

Jacket £25

Pack of 2Camisoles £15

Belt £21

StretchBootcutJeans£15

Stretch Bootcut Jeans £15

FlowerHandbag £25

EmbroideredTunic £17

SafariDress £29

Open Toe Shoe £22Necklace &Bracelet Set £12

Why not spread the cost with an Assist Account(credit is subject to status)

£10HERE’S

towards yournew look

†

And so for charities...