They’re 20 million strong – hold 80% of the nation’s wealth, yet hardly anyone knows how to talk to them. Who are they? They’re the ‘older generation’, the ‘seniors’, or in more numerical terms, those over 50 years of age.

Now, thanks to a minimal mortgage, no family to feed, and a more cautious attitude to credit, they’re one of the few markets out there that still have easy access to cash – and that could really help your business through the credit crunch.

So why do so many companies have trouble communicating with our older generations?

Maybe one of the reasons is that they forget just how savvy the over 50's really are. When you’ve been there and done that you’re not ready to part with your cash for any old nonsense. Older markets want more information before they buy. They're not averse to a little entertainment along the way - they'd just prefer it if you gave them all the facts too. That favours using more in-deth media – such as magazines, DM and the Internet. (Silver Surfers are a huge market on the Web.)

Don’t remind people about their problems. They already know they can't do as much as they used to. Why not flip that idea on its head and talk to them about achieving something new. Nobody stops having dreams and ambitions because they're the other side of 40.

Older people are fitter and more active than ever – show them as such. Recently a 71-year-old Japanese guy climbed Everest, while an 83-year-old made a parachute jump over Aberdeen.

Ask any 70-year-old how old they feel and they'll probably tell you there's still a fun loving 30-something wanting to get out. Forget that, and you risk insulting a wealthy, constantly growing, market.