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Middle Aged Men

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The notion of the midlife crisis began with followers of Sigmund Freud, who thought that during middle age everyone’s thoughts were driven by the fear of impending death. Often called the 'Grey Market', the over-45s hold roughly 80% of the nation’s wealth, as the younger generations suffer in the declining economy and labour market, the over-45s are an increasingly attractive target for brands. We went to spend time with 3 men to see what was going on at the midlife stage for them.

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