05.08.2025

The UK is on the brink of a demographic revolution. In Europe today, more than 40% of the population is over the age of 50. By 2050, over half of people in Europe are expected to be 50 or older. Yet, despite holding $6.2 trillion in wealth and controlling 76% of all UK financial wealth, the older generation remains largely invisible in marketing strategies, with only 23% of advertisements targeting this 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, 70% of the UK’s older adults want brands to involve people their age in developing new products, signalling 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. 91% of Silvers in the UK don’t let age define what they can or can’t do. And 1 in 2 even consider ageing as an opportunity to reinvent themselves.

The research also found that:

• 82% believe there are too many outdated stereotypes around ageing
• 68% don’t see themselves in the typical description of their generation
• 93% think people should be understood as individuals not grouped by age
• 58% feel people their age are ignored or undervalued by brands
• 79% think brands should co-create with people from all age groups

“The Silver generation are a large and diverse group of people and represent an unrealised opportunity for growth. As our research shows, there is an empathy gap between brands and over 50s. Closing that gap should be a priority,” says Paul Child, Head of UK at Human8. “Those brands who develop a deeper understanding of this audience, and the variety of different needs they have, will have a key competitive advantage.”

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.

“Older consumers lend the benefit of their experience to the co-creation process. By including their perspectives we can apply that experience to our challenges and construct solutions that are more inclusive,” added Child.

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