The silver revolution: Marketing to seniors in 2024

To harness the growing market of senior consumers, marketers must recognize the diversity within this demographic and develop strategies that foster empathy and trust.

Demographics are constantly shifting and in 2024 we will see more evidence of the impact of senior consumers on the marketing landscape. While millennials and Gen Z may make the more newsworthy headlines and appeal to brands chasing the youth sweet-spot, the spending potential of the over 50s is making this group an ever more attractive audience.

Earlier this year, we conducted research into the over 50 demographic in our whitepaper, ‘Older, Wiser, Richer and Disengaged’in which we delved into the untapped potential of the senior demographic – with its longer life expectancy and greater financial influence than...

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