Overview

Older people outside of cities in rural areas not highly engaged

Lifestage

Older people, living outside of major towns and cities and in rural areas across the UK with the lowest proportion found in London.

Opportunity

This is a not a highly engaged group, limited by physical access to an appropriate arts and cultural offer and the means to get there. However they represent key prospects for relationship development for day trip or day-time offers that are traditional and participatory in nature.