Passage 1 

One key to a happy retirement is the means to enjoy it. Rogers de Haan ended up with more than enough money to finance his golden years when he decided to retire and sell Saga Group, his family 's business, in late 2004. Saga Group, the British travel, media and financial- services company that targets older consumers attracted several major bidders, with Charterhouse ultimately paying $2. 4 billion. What attracted Charterhouse and its rivals was Saga 's market strength in Britain 's fastest-growing consumer demographic: the over-50 set. 

While most business makes great efforts to attract the young, Saga realized early on that there 's often more money to be made from the mature. Marketers have traditionally stayed away from older consumers, preferring to aim their pitches at a younger audience it hopes to develop into lifelong customers. But Tim Bull, Saga 's marketing director, says mature consumers are just as eager to buy as youngsters, though they are most sensible and more discerning. They are also richer—much richer. 

The rise of the silver spender is not confined to the U. K. , of course. The trend is the same across Europe and beyond. Within five years, about one-third of the U. S. population will be older than 50, and consumers in that age bracket currently own 65% if the net worth of all households. As a commercial company entirely focused on aging consumers, Saga remains unique. The U. S.  's AAPP, for example, also sells products and has a magazine, but it 's nonprofit group more interested in public policy and political lobbying. So as businesses look for opportunities to court older buyers, they are increasingly turning to Saga for advice. It 's got partnerships with a growing number of companies eager to attract the “gray pound” , including Hilton hotels, Hertz and David Lloyd Leisure, a chain of health clubs. “They have the products older people want, but are not sure how to reach them. It 's a good business model for us, ” Bull says. 

Barriers remain, however. The taste of old-fashion, though fading, clings to the company like the scent of grandma 's flowers. Trendy advertisers, for example, still stay away from Saga Magazine, despite its impressive circulation. Although the monthly runs features on still-cool celebs, it 's filled with ass for retirement properties and health-improving facilities. In order to combat that perception, Saga is planning a brand improvement campaign designed by ad agency Doner Cardwell Hawkins. “It will stress our core strengths to a new generation” , says Bull. 

Given the success of Charterhouse 's buyout, there 's suspicion that Saga may soon go public . The company declines to discuss whether an initial public offering is in the works, but, investors would likely welcome a debt- raising because of Sag 's strong brand and impressive track record. And given that nearly half the U. K.  's adult population will be 50 or older by 2020, it 's not about to run out of potential customers anytime soon.