5 silver economy shifts HK marketers should be aware of

As brands continue vying for the attention of Gen Z, the silver generation, one of Hong Kong's most commercially attractive audiences may have been hiding in plain sight all along, a new report from dentsu Hong Kong suggests.

The latest report, "Silver is the new gold," builds on the finding that Hong Kong's silver generation, nearly two million people aged 55 to 70, holds an average of HK$6 million in investable assets.

Hong Kong's silver generation now accounts for one in four Hongkongers, or nearly 2 million people, a share projected to reach two in five by 2040. The affluent segment of this group, with a monthly household income of HK$45,000 or more, is already 15% larger than the entire Gen Z population. Yet despite its size and spending power, this cohort remains largely overlooked as brands fixate on Gen Z.

For the first time, Hong Kong's silver generation is entering later life with assets, time, and freedom all at once. Unlike past generations, they are financially independent: 99% make their own financial decisions, no longer support their children, and 96% own their property.

Therefore, dentsu Hong Kong has identified this untapped opportunity and is helping brands rethink their approach to engaging this powerful consumer segment, defined by five macro shifts: performance-driven, experience-hungry, socially expansive, pleasurably indulgent, and purpose-led. They are managing up, not winding down.

1. From managing decline to unlocking potential 

Later life once meant stability. Now it means improvement. For affluent silvers, health comes first: 92% prioritise staying healthy, and 75% aim to be fit. Over half, 53%, track their fitness to keep goals on course, versus 45% of the general population. And 57% are happy to pay for time-saving services, compared to 49% of the broader public.

This signals a shift toward proactive health management, not crisis response. What this group wants is a connected ecosystem of tools and services that support tracking, conditioning, and continuous improvement. For brands, the promise should be about getting better, not just staying stable.

2. From slowing down to opening up

Later life used to be about stability. Now it's about expansion. Among affluent silvers, 57% explore new interests and hobbies, versus 47% of average silvers. 61% say unexpected experiences make life interesting, and 71% enjoy mind-challenging games. 54% seek fresh ideas for inspiration, compared to 49% of average silvers. 54% actively plan their spare time, versus 44% of average silvers.

The data shows that marketers should seize the curiosity of this generation before others stumble into it. Rather than prioritising simplicity, brands should design for deeper engagement. This audience wants to master new skills, not just dabble. Retail should also become a destination for experiences, not just transactions.

3. From staying in to never being home

Later life once revolved around home. Now it is about staying connected to the social world. Only 37% of affluent silvers prefer hobbies they can do alone. Just 29% say friends matter more than family, and only 46% consider staying home an ideal night out. Meanwhile, 61% are spending more time on social media this year.

The data show that this generation is seeking social connection, and brands can step in. Marketers should focus on building community, not just offering goods. Membership should be based on shared passions, not age. And brands should lead the way in bringing generations together, not leave it as a CSR footnote.

4. From living for others to living for themselves

Later life used to mean putting family obligations first. Now it means spending on personal enjoyment and premium treats. Only 42% of affluent silvers stick to a strict budget while travelling. 33% tend to make impulse purchases, and 37% often indulge in food that is not strictly healthy. Meanwhile, 40% say they are not afraid of taking risks.

The data shows affluent silvers are ready to indulge. But most brands still expect them to be sensible. Instead, brands should build products and services that put identity first, with reinvention as the goal. They should lead the moment of premium self-investment across style, travel, and lifestyle.

5. From being supported to contributing back

Later life once defined legacy as simply passing things on. Now it defines legacy through active engagement. Among affluent silvers, 74% consistently recycle and practice sustainability. 57% regularly donate to causes, and 33% are happy to volunteer their time. Meanwhile, 45% don't mind paying more for products that are good for the environment.

This means brands should build legacy into the product itself, not just into marketing campaigns. Give this consumer a meaningful role, not just a way to donate. Brands can turn knowledge transfer, mentorship, and lived experience into real value. They should design civic programmes that carry commercial weight, not just good publicity.

Yee Ching Wong, strategy planning director, dentsu Hong Kong, said: “Many brands are still marketing to an outdated idea of ageing. Older consumers are often overlooked or portrayed through stereotypes of dependency and decline, despite being highly active, connected and engaged in culture, travel and new experiences. The opportunity for marketers is to stop treating this audience as an afterthought and start reflecting the reality of their lives."

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