This segment are distributed across the age range but are most likely to be aged 50-59 or 80+. While not the case for all in this segment, many of them live on their own. Further, while some own their own home, some still rent – a significant drain on their finances and they often find they’re short of money at the end of each month. They are less likely than average to have enough money for their needs and are more likely to be in poverty. Many have a long standing illness and suffer with frequent pain – this affects every aspect of their life. They’re also socially isolated which makes them feel dissatisfied with their life.

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