If you’re wondering how to market to seniors, you’ll need a nuanced approach that many brands overlook. While the UK's over-65 demographic represents a strong consumer segment (with the 'silver economy' estimated to grow from £79 billion to £127 billion by 2030), they're often misunderstood by marketers relying on outdated stereotypes. By 2032, the proportion of people over 65 in the UK is expected to increase by 29%. There’s an enormous opportunity for brands who can authentically connect with this audience.
We explore senior marketing strategies that modern brands can use immediately, from messaging to channel selection and tips for building lasting relationships with one of the most valuable audiences around.
Who is today’s senior consumer?
The days of stereotyping seniors as technologically challenged, frugal pensioners with limited consumer interests are long gone. In the UK, 67% of seniors now own smartphones (up from just 3% in 2012), and many are active social media users, even embracing platforms like TikTok where "Granfluencers" have gained significant followings.
The “silver market” largely consists of Baby Boomers who grew up during periods of economic prosperity, fought for social change and continue to maintain active, engaged lifestyles well into retirement.
What sets this generation apart is not just their purchasing power (and it’s pretty substantial), but their distinct consumer psychology. The over-50s in the UK are now responsible for more than 50% of the country's spending on travel and tourism, with preferences leaning toward quality experiences rather than mere accumulation of possessions.
Brands that recognise the shift and position their marketing accordingly stand to gain significant market share.
Key misconceptions about senior consumers
Before diving into strategy, it's worth addressing some persistent myths that often stop effective senior marketing in its tracks:
"Seniors aren't digital": Research shows that 76% of over-55s make at least one online purchase monthly, and 90% use the internet for both product research and buying. While their digital journey may differ from younger generations, their online presence is substantial.
"Seniors are brand loyal and won't switch": While seniors may have established preferences, they're often more willing than younger consumers to switch brands when they feel unappreciated or discover better value. Their consumer decisions are typically more deliberate and research-based.
"Seniors are technologically inept": Modern seniors are increasingly tech-savvy, having adapted to multiple technological revolutions throughout their lives. Many embrace digital tools that enhance their independence and connection to family.
"All seniors are the same": Perhaps the most damaging misconception is viewing seniors as a monolithic group. The diversity of interests, values and lifestyles among seniors is vast, requiring nuanced segmentation approaches.
Where seniors spend their money
Understanding the spending priorities of senior consumers provides insight for targeted marketing. Those over 65 spend £3,372 annually on hospitality and leisure alone, which is significantly higher than the national average of £2,468. The numbers reflect both their greater discretionary time and prioritisation of experiences over material goods.
Health and wellness represent another major spending category, with seniors investing heavily in products and services that help them maintain active lifestyles and independence. From preventative healthcare to fitness programs designed for older bodies, this sector continues to see substantial growth driven by senior spending.
How to market to seniors
Marketing to seniors requires an authentic tone that respects their experience while avoiding the patronising approach that characterises much "senior-focused" advertising. The most successful campaigns acknowledge seniors' life wisdom without defining them solely by their age. They emphasise benefits like quality, value, reliability and simplicity. These attributes are appreciated across generations but particularly resonant with older consumers who tend to make more deliberate purchasing decisions.
Language choices also matter when communicating with senior audiences. Clear, straightforward messaging typically outperforms clever wordplay or cultural references that might connect with younger generations. That’s not to say you dumb down content, but rather prioritising clarity and substance over trendiness and jargon. Remember that seniors grew up in an era when marketing was more direct and less ironic than contemporary approaches.
Design elements that work for senior marketing
When you’re creating the visuals that resonate with senior consumers, certain design principles consistently prove effective:
Typography: Opt for clean, readable fonts at appropriate sizes (minimum 12pt, ideally 14pt for print materials). Avoid decorative or overly stylised typefaces that compromise legibility.
Colour contrast: Make sure there’s a strong contrast between text and background to accommodate age-related vision changes. Black text on white backgrounds or dark text on light backgrounds works best.
Image selection: Use authentic photography featuring diverse seniors in active, positive situations. Avoid images that reinforce stereotypes of fragility or dependency unless specifically relevant to the product.
Layout simplicity: Maintain clean layouts with logical information hierarchy and adequate white space. Cluttered designs create confusion and frustration for all audiences, but particularly for seniors navigating digital interfaces.
Reaching seniors through the right channels
The notion that senior marketing should be limited to traditional media channels like print, radio and television is outdated. Of course, these platforms remain effective, but senior audiences consume content across a diverse media ecosystem.
Digital marketing – particularly through platforms like Facebook and YouTube – now represents an important component of any comprehensive senior marketing strategy.
Email marketing delivers especially strong results with senior audiences, who typically check email more consistently than younger demographics. Approximately 84% of over-65s use email regularly, and well-crafted email campaigns offering genuine value – whether through informative content or special offers – can build lasting relationships with senior consumers. The goal should be to maintain regular, predictable communication that respects their time and intelligence.
What digital platforms are most effective with seniors?
Facebook has the highest senior adoption rate. Many seniors use it daily to connect with family, join interest groups and follow brands.
YouTube is popular for instructional content, entertainment and keeping up with interests. Video tutorials especially resonate with seniors looking to learn new skills.
Seniors check email regularly and are more likely than younger consumers to open marketing messages from brands they trust.
Seniors conduct thorough online research before making purchases, making SEO and SEM central to brands targeting this demographic.
Many seniors participate actively in online communities centered around specific interests, hobbies or health concerns.
While digital channels are essential, integrated marketing approaches that blend online and offline touchpoints typically yield the best results with senior audiences, who appreciate consistency across their interactions with brands.
Building trust and loyalty with senior consumers
Trust serves as the foundation for successful marketing to senior audiences, who typically conduct more research before purchasing and remain loyal to brands that meet their expectations.
Seniors have lived through decades of marketing claims and developed finely-tuned sensitivity to authenticity. Transparent pricing, along with clear return policies and accessible customer service create the confidence seniors need to try new products and services.
Word-of-mouth recommendations carry exceptional weight with senior consumers. Positive experiences shared through personal networks often prove more influential than traditional advertising.
Create referral programs, collect and showcase authentic testimonials and foster communities around their products and services where experiences can be shared.
Trust signals that resonate with senior audiences
Seniors pay particular attention to credentials and validation when evaluating businesses. The most effective trust signals include:
Professional accreditations: Industry memberships and certifications from recognised authorities
Longevity statements: Messaging that highlights company history and experience
Money-back guarantees: No-risk trial periods and hassle-free return policies
Customer testimonials: Authentic reviews from relatable peers, preferably with names and photos
Media mentions: Coverage in trusted publications that seniors regularly consume
If you consistently deliver on promises while responding compassionately to concerns and demonstrate genuine interest in customer well-being, you can earn the enduring loyalty that makes the senior market so valuable.
If you focus on building real relationships, customers are far more likely to come back again, and even spread the word to others. That means more repeat business and referrals, giving you value that goes way beyond that first sale.
Turning grey into gold
The brands that thrive will be the ones who see seniors not just as an age group, but as people with unique interests, strong buying power and high expectations. Creating experiences that genuinely include them while speaking authentically and earning their trust will create a customer that values your brand as much as you value them.
Talk to us about building campaigns that speak to older audiences
