05.08.2025

The United States is on the brink of a demographic revolution. Currently, 37% of the US population is over the age of 50, and by 2050, that will rise to 45%. Yet, despite holding 65% of all household wealth in the United States, older Americans remain largely invisible in marketing strategies, with only 10% of advertising targeting this powerful cohort.

A new global study by marketing insights consultancy, Human8, reveals a powerful message from the world’s fastest-growing demographic: the Silver Generation (aged 50+). According to the research, 71% of older Americans want brands to involve people their age in developing new products, signaling a call for more inclusive innovation.

The study, conducted across the UK, US, Australia and China, highlights a cultural shift in how ageing is perceived and experienced. Today’s older adults are not winding down – they’re reinventing what it means to age, embracing vitality, purpose and reinvention. 88% of American Silvers don’t let age define what they can or can’t do. And 51% even consider ageing as an opportunity to reinvent themselves.

The research also found that:

• 91% believe people should be understood as individuals, not grouped by age
• 78% believe that brands should co-create with people from all age groups
• 50% are more drawn to brands that challenge outdated ideas about aging
• 35% say they rarely see older adults represented in advertisements and media

“The silver generation is one of the fastest growing demographics in our market today and presents a tremendous opportunity for brands to innovate beyond age stereotypes,” says Niels Neudecker, Managing Director of North America Human8. “Putting these people into one age bucket just doesn’t make sense. Think of it this way – we wouldn’t market something the same to a 10-year-old as we would a 30-year-old. So why would we do the same for a 60- and 80-year-old?”

Human8 urges brands to move beyond age-based stereotypes and embrace co-creation with older consumers. The message is clear: innovation should be inclusive — and the Silver Generation is ready to lead the way.

“Embracing Silvers isn’t just smart business – it’s the right thing to do. By truly listening and building strategies around their unique needs, we can help build a society where people feel valued and empowered at every stage of life,” added Neudecker.

More information and the full Silvers report are available at: https://inspiration.wearehuman8.com/content/silver-generation-report/.