This report draws together the CPRC’s consolidated insights into the common experiences of older people across essential and important consumer markets. It identifies the priority approaches for policymakers to take forward to improve consumer outcomes and better ensure markets work for people. The report covers four areas:

1. Why we should focus on older consumers
2. How we reached the point we are at today
3. Common experiences of older consumers across markets
4. Emerging approaches for policymakers

Key lessons:

• Inaccessible marketplaces
• Unfair products, services and market design
• A lack of consideration for real world decision-making
• Limited recognition of varying consumer engagement and motivation