Grey pound

In the United Kingdom, the expression "grey pound" is used in the context of marketing and or retail sources and refers to the purchasing power of elderly people as consumers.[1][2] It is frequently used as a label for movies aimed at an older audience.[3][4][5][6] A similar term exists for LGBT consumers, known as pink money.

The grey pound was estimated to be worth £215 billion.


  1. "Baby boomers helped lift Britain out of recession". This is Money. 7 February 2014.
  2. Cleland, By Gary (21 November 2007). "'Grey pound' set to drive retail spending" via
  3. "Thompson bemoans 'grey pound' films". 10 April 2014 via
  4. Cox, David (8 March 2012). "How older viewers are rescuing cinema" via
  5. Cotter, Lucy (4 January 2013). "Hollywood Sets Its Sights On 'Grey Pound'". London: Sky. Archived from the original on 2 April 2016.
  6. "Rise of the silver-haired screen: Older people take largest share of". The Independent. 24 July 2013.
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