Millennials, Gen Z, the people of the future — they seem to be the focus of every brand’s attention. But what about everybody else? A significant demographic shift is being overlooked and it’s one that’s set to be worth a whopping £11.5 billion in spending by next year. The over 50s may not traditionally have the exciting, glamorous appeal of their younger counterparts, but as it stands their value is being seriously underestimated. Older people are even expected to generate half of all urban consumption growth between 2015 and 2030. …