Through our Silver is the new gold research we’ve delved into the world of the Silver generation. A growing generational cohort that remains underserved, misunderstood and overlooked. We’ve uncovered their motivations, values and what really matters. The key takeaway? Brands must innovate with them, not just for them. In this article we tackle the burning question: How can we design and conduct research that engages with the Silver generation in an impactful and lasting way?

For the Silvers, ideation, co-creation and inclusive research are important. From our research with 900 people aged 50+ from the UK, US and China, we found:

• 82% think brands should co-create with people from all age groups.
• 74% want brands to involve people their age in developing new products.
• 72% want brands to make a genuine effort to understand what matters to them.

Brands must go beyond assumptions and understand the complexities of the people who make up the Silver generation, along with their shifting and developing priorities. Successful products and services aren’t just designed for consumers, they’re co-created with them.

Here are some stats:

• 52% would like to test and give feedback on early product concepts.
• 45% would like to help in refining and improving existing products.

70% of the Silver generation are more likely to support brands that make them feel seen and understood. So, in short, you’re missing huge opportunities by excluding this high-value consumer cohort from your research.

Inclusion rather than exclusion

When it comes to involving Silvers in research, it’s all about inclusion. To really make an impact, we need to look beyond conventional age brackets that are traditionally used in market research.

Ask yourself, when briefing a research agency, why do you cap the sample at age 65? Sometimes even younger. Sure, in some cases it’s necessary (like testing a cartoon pilot for young children). But when you’re identifying opportunity spaces, exploring market needs, evaluating a new product concept or assessing usability, in many cases that age cap is limiting valuable insight.

Silvers are an important consumer cohort, and as our research showed they are redefining what it means to age. Expanding your age bracket means reaching a dynamic, growing demographic with evolving needs and fresh perspectives, not to mention purchasing power. Inclusive research isn’t just good practice, it’s smart!

P.s. it’s okay to challenge your research agencies if you see them writing surveys that exclude this sample – it’s time to push back on outdated stereotypes and drive more inclusive thinking, so get the conversation going!

Online insight communities: where the power lies

If we turn our attention to creative activities, our online communities are the hero-method here. We already know with the Silvers there’s a lot of stereotypes, so we recommend going broader instead of immediately focusing on category insights. The below activities can act as a great foundation to truly understand this generational cohort as individuals:

• Day in the life – Capture daily routines and moments.
• Desert island products – Select five must-have essentials.
• Future self – Envision life in 5-10 years.
• What’s in your space – Document essential personal items.
• Perfect product – Redesign everyday items for needs.
• Media diary – Track weekly entertainment choices.

Oh, and you might be wondering, online research with Silvers is that the right approach? Another stereotype right there. Far from being tech averse this generation has increasingly embraced new technology in recent decades. In fact, we found that 75% feel confident using new technology when the instructions are clear. And when it comes to online insight communities, 2 in 5 express interest in being part of an ongoing community to give regular feedback, showing they’re not only willing to engage, but are actively eager to.

Our recent work with Haleon, a leading consumer health company sought to better understand older consumer cohorts in China to foster a shift in how they’re perceived and valued. We used Haleon’s structural community to tap into real stories with real people. Our research provided Haleon with a wealth of insights into the Silver generation, which were shared across the business, forming a cornerstone for strategic planning, product development, activation and communication. This is just one example of how community-led inclusive research can strengthen your brand and drive better outcomes in the long-term.

Silvers aren’t just an important consumer cohort to recognise, they want to be seen and heard. This means being involved in market research. It’s time to move beyond outdated stereotypes and rigid age brackets and engage with the Silver generation today.

*The numbers in this article are taken from our global research with 900 people aged 50+ across three markets: US, UK, CN.