The ‘silver’ generation (people aged 55 and over) now represents one of the largest sources of growth and opportunity for companies across all product categories. While this demographic is often described in terms of traditional age categories, a more in-depth and up-to-date analysis is required today. Data from the latest edition of the Eumetra Silver Longevity Observatory shows that the ‘Silver’ generation is increasingly aware that they are entering a new phase of life, not a period of decline but an evolution.
This new outlook is centred on personal well-being
Rather than representing a sharp break, the transition into later life resembles a ‘gradual shift’ forwards, characterised by a growing desire to focus more on oneself, one’s well-being, and one’s quality of life. It is a phase in which people gradually let go of trying to control everything around them in order to focus more on what brings them personal fulfilment.
A new phase: new consumer behaviours
This transformation is inevitably reflected in consumer behaviour. Silver consumers are open to new ideas and innovations that are genuinely relevant and meet their specific needs. They do not seek products or services to prove anything to others; rather, they want to improve their daily lives.
This explains their interest in foods that combine pleasure with functional benefits and items that promote independence and empowerment, such as glasses or hearing aids, without compromising on aesthetics. There is also a growing appreciation for cars equipped with safety and comfort-enhancing technologies, as well as home solutions that make homes more welcoming and secure. The tourism sector is also evolving, with cultural, food and wine, and discovery experiences being preferred when they are designed to make the most of the available time and require less physical effort.
The relationship with the digital world and the physical experience
The digital dimension continues to play a central role. Members of the Silver Generation are highly engaged on social media, with some levels of engagement rivaling those of younger generations. At the same time, there is still a strong desire for relationships, experiences, and physical contact. One of the most interesting trends that emerges from the integration of these two worlds is the concept of ‘phygital’ experiences, which begin online and are completed offline, or vice versa. These experiences are particularly appealing to this target group.
How can we communicate effectively with people over the age of 55?
If purchasing behaviour is so careful and rational, with a focus on real value, the challenge for brands inevitably lies in language and communication. The ‘Silver’ generation are down-to-earth, disillusioned consumers who are wary of grandiose promises and advertising rhetoric. At the same time, they want to see themselves reflected in the way brands portray them. It is a delicate balance because there is a twofold risk: on the one hand, an artificially trendy and glossy portrayal, and on the other, stereotypes of old age bordering on caricature.
Understanding this new longevity therefore means updating not only the product range, but also marketing strategies, communication styles, and relationship models.
→ To explore the research findings in greater depth and understand how to develop products, services and communication strategies tailored to a target audience that is increasingly important for brand growth.