52% of people over the age of 55 prefer advertising that is “fairly realistic, but pleasant”. Not caricature-like. Not youth-oriented.
At the same time, around 30% of people appreciate very realistic, almost ‘raw’ representations.
These figures reveal a fundamental truth: the Silver Generation is not homogeneous. It is a complex universe of expectations, sensibilities, and lifestyles that marketing can no longer afford to oversimplify.
However, the problem is not just about the Silver generation. It concerns the way advertising represents people as a whole.
A key finding of recent Eumetra research is the issue of identification in advertising communication.
- 79% of people do not recognise their gender in the way that advertising represents it.
- The percentage rises to 81% for age groups.
The gap is particularly evident at the generational extremes.
- Gen Z often perceives advertising as conveying stereotypes far removed from their fluid, authentic and complex identity.
- Boomers struggle to recognise themselves in representations that ignore the evolution of their social, cultural, and economic roles.
This divide between real life and advertising imagery generates mistrust. However, it also opens up a strategic space for brands to listen and build new narratives.
It is therefore not surprising that 73% of the sample believes that urgent action is needed to promote greater inclusion in advertising.
Today’s and Tomorrow’s Silver Generation: Why a Paradigm Shift is Needed
When we talk about the target audience of people aged 55 and over, we often use demographic categories that no longer reflect reality.
Today’s Silver Generation:
- are living longer and are more active and digitally savvy;
- have high expectations of brands and services;
- they manage assets, family choices and strategic consumption decisions;
Tomorrow’s Silver Generation will also reach this stage of life with different values, behaviours and habits, bringing with them the cultural heritage of younger generations.
This makes one thing very clear to companies: adapting communication is not enough. We need to fundamentally rethink our relationship with this audience.
Stereotypes versus trust: the real trade-off for brands
The research reveals an important fact for those involved in brand strategy: 66% of people say they trust brands that avoid clichés more.
Stereotyping, on the other hand, remains widespread in many sectors.
- cosmetics and personal care
- home care
- clothing
- food
- financial services.
The result? Communications that struggle to build relationships, empathy and credibility.
Conversely, campaigns that break with tradition by telling authentic stories and presenting realistic representations have a positive impact on brand appeal.
This issue is even more sensitive for the Silver target audience: feeling ‘seen’ and represented correctly is valuable not only in terms of reputation, but commercially too.
The Role of the Silver Longevity Observatory in Strategy Development
Against this backdrop, the latest edition of Eumetra’s Silver Longevity Observatory was developed.
Designed as a decision-making tool for marketing, communication and innovation departments, the Observatory aims to support companies by:
- understanding the evolution of consumption and spending priorities among the Silver Generation;
- identifying opportunities for product and service innovation;
- updating language, touchpoints and customer experience;
- building more credible, relevant and effective communications.
It is not just a matter of capturing the present, but of providing a strategic key to interpreting the future of the longevity economy.
A competitive advantage comes from listening
The silver generation is one of the most important growth areas for companies across different product categories. However, the real competitive advantage does not simply lie in ‘talking to the Silver generation’. It lies in really listening to them.
Listening means:
- overcoming simplistic assumptions based on age;
- reading the weak signals of cultural change;
- designing more inclusive experiences and narratives;
- building lasting relationships of trust is also crucial.
In an increasingly crowded and competitive market, this approach is no longer optional. It is a strategic choice.
Eumetra Silver Longevity Observatory is a research project designed to help companies and brands understand the Silver Generation and the dynamics of the longevity economy.
→ Access the detailed information sheet to learn about the Observatory’s objectives, content, and areas of application.