Independent Elders

The Independent Elders predominate in areas where there is a high concentration of bungalows and low-rise blocks of flats. These areas are dominated by those aged over 55 who are attracted to Suffolk as a retirement location. The members of the group tend to be conservative in outlook and self-reliant in disposition.

 

Income levels vary within the group depending upon the age profile of the group and the level of pension provision that the group enjoys. However, as the group remains quite fit and active, it is common to find members of this group embarking upon a second or third career. In some cases this is to supplement their income, in others it is to stay fit and active.

 

As this group is relatively dependent upon investment income, their expenditure patterns will vary as the financial markets change. Although their income may appear low, a low level of outgoings tempers it – most houses are owned outright, their children do not live at home, and they are adequately supplied with a lifetime’s accumulation of consumer durables.

 

There are three sub-groups of this Tribe located in Suffolk - the Solo Pensioners, the High Spending Greys, and the Aged Owner Occupiers. The common feature of the three sub-groups is that, to wherever they retire, their location takes on the characteristics of a retirement town. Whilst the group tends to be reasonably affluent - both in terms of income and assets - there remains the real issue of who exactly will service the needs of this group.

 

The three sub-groups are quite uniform in the likes. All here sub-groups show a marked preference for Clubs & Societies, Outdoor Pursuits, and Foreign Travel. Not surprisingly, the quality of NHS delivery is quite an issue with this Tribe. It is difficult to differentiate the three sub-groups in terms of their preferences.

 

What does differentiate the sub-groups is their dislikes. Whilst the Solo Pensioners dislike Internet Shopping and Financial Services, the High Spending Greys dislike Home Improvements and Consumer Electronics, and yet again the Aged Owner Occupiers show an antipathy for the New Age and Smoking. Whereas the likes of the sub-groups were uniform, their dislikes are quite disparate.

 

As a group, the Independent Elders have grown quite rapidly in Suffolk between 1980 and 2000. There is every likelihood that the group will continue to grow relative to the other Tribes in Suffolk, but at a rate lower than that by which the Tribe is growing on the South Coast of England. Suffolk is unlikely to rival Bournemouth as a retirement destination.

 

However, by 2020, the Tribe will be making its mark in Suffolk relative to the other Tribes. We project that it could rise from the current 5% of the population to possible 10% of the population. This is likely to be at the expense of the Country Dwellers. The key issue facing this Tribe is the extent to which that other Tribes are able to accommodate this growth.

 

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LOCATION

 

In Suffolk, the Independent Elders are the primary Tribe in the following Post Code Sectors:

CO1002, IP1401, IP1505, IP1806, IP2700, NR3307.

In Suffolk, the Independent Elders are the secondary Tribe in the following Post Code Sectors:

CO1009, IP0101, IP0308, IP0403, IP0501, IP1308, IP1908, IP2104, NR3203, NR3205, NR3400, NR3407, NR3409, NR3501.

 

Click Here to link to a map that shows the locations of the Tribe in Suffolk. The area shaded in Purple is where the Independent Elders are the primary Tribe, and the area shaded in Orange is where the Independent Elders are the secondary Tribe.