While this description does not match all those in this segment, they are more likely to be women aged 70+ who are single or widowed. Now retired, they spent their working lives in low skilled work or looking after the home or raising children. They don’t have a lot of money and sometimes struggle to pay for all the things they need. Their health is also starting to limit what they can do – but this to them is just a part of getting older. They feel lucky to have people they can call on for help and support and are content with their lives – they recognise that things could be a lot worse.

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