Get to know the silver generation

For too long, brands have poured their energy, attention and innovation efforts into younger generations while ignoring the powerhouse right in front of them: the silver generation.  

For the first time in history, older generations are set to outnumber younger ones. But this is more than a demographic shift, it’s a cultural one. Today’s older adults are living longer, healthier and more purpose-driven lives. They’re not winding down, they’re reinventing what it means to age. And yet today, only a minority of marketing budgets are directed their way. Silvers aren’t just underserved, they’re often misunderstood.  

This report dives into the new reality of ageing and the opportunity it presents for brands. Drawing on proprietary research across the UK, US and China, we unpack the stories, aspirations and unmet needs of this powerful cohort and show why brands must start innovating with them, not just for them.  

Because true innovation starts where others stop looking. Real opportunity lies in unmet needs. That means listening differently, understanding people as individuals shaped by motivations, social ties and cultural context.  

Designing for the overlooked doesn’t limit innovation. It supercharges it.