Older richer fitter is the title of the book on the customer needs of Britain's ageing population, published in February 2005 by Age Concern Books.

The book is a wake up call to business to recognise both the needs of the over 50s and the potential of the mature market as the basis for future growth in a rapidly ageing world.

Authors David Metz and Michael Underwood are knowledgeable about the wide range of issues that arise as we age, both individually and as a society. They were commissioned by Age Concern to prepare this book and benefited from the advice of many experts.

Older richer fitter can be purchased from good bookshops or on-line from the Age Concern Books, as well as from Amazon.

Age Concern Books is a non-profit wing of the charity Age Concern England, whose aim is to support all people over 50 to get the most from life.

OlderRicherFitter takes up the challenge where the book leaves off. The project aims to promote a better understanding of the wants and needs of older consumers, and to foster collaboration amongst those desirous of meeting these needs.