SIGn was co-founded by research industry recruiter Liz Norman with Danny Russell of FlexMR and Elaine Francis of Criteria Fieldwork, and they will be joined on its committee by Vox Pops International’s Diane Earnshaw and Caroline Noon of Vivid Research and Planning.

The group intend to promote SIGn by sharing information and expertise and speaking at events of the importance of catering towards older generations.

Norman said: “Age diversity isn’t just being inclusive; it’s a powerful driver of commercial success. Older adults’ control £11.29tn in global spending and yet remain underrepresented in research.

“Despite this wealth, we seem to market to older cohorts only as a problem to solve, a stair lift or a funeral policy to purchase, but most in my age group are going to rock concerts or trekking around the globe.”