The over 50s are being neglected in marketing: How brands can do better

Boomers may have some reputation building to do, with the internet catchphrase "Ok, boomer" often dismissing and mocking this generation. However, this over 50 demographic could be a diamond in the rough for brands and marketers who are tired of "slaying" for Generation Zs. 

Made up of Baby Boomers (born between 1946 and 1964) and Generation X (born between 1965 and 1980), the over 50 demographic is distinct from other demographics due to their unique experiences, shaped by significant technological advancements, economic shifts, and social changes. 

In a recent study by Greytt, a platform leveraging experts, artificial intelligence (AI), and data to understand the experience of those 50 and above, 70% of baby boomers feel optimistic about their future. In addition, a significant 88% expressing a strong desire to learn and grow.

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For this generation, spending is not just about acquiring goods; it’s about aligning purchases with their values. Nearly 50% of them associate with traits of a purposeful life, sense of fulfilment, wisdom and nurturing connections. Companies that emphasise ethical practices, sustainability, and social responsibility will attract this discerning demographic. In fact, according to Greytt, despite their affordability, 92% focus on getting the best value instead of opting for luxury goods.

So how can marketers and brands tap into this potential market with unique needs and significant spending power? Madina Kalyayeva, managing director and partner of Tilt, alludes that it all lies in the power of persuasion and communicating via the right channels. "It’s not about selling to them, there needs to be a persuasion angle, a recommendation," said Kalyayeva.

In Singapore, the over 50 demographic is a growing and influential portion due to the nation's rapid ageing population. With nearly one in four Singaporeans expected to be aged 65 or older by 2030, the market is already shifting towards communicating to older consumers, said Kalyayeva.

"In other countries in APAC, highlighting health, wellness, and financial stability also resonates strongly. This is similar to Japan where brands often emphasise tech-enabled solutions for longevity. In Indonesia, traditional media works well, but there’s growing potential for digital outreach as internet adoption rises amongst 50+. Across the board, personalised, trust-building content is key via influencers within communities the segments trusts," explained Kalayeva.

As for the right channels of communicating to this demographic, Kalyayeva suggests reaching out to specific communities and district groups and communicating with WhatsApp group admins of these groups. 

Similarly, Vanessa Ho Nikolovski, chief client and growth officer, Asia Pacific at Weber Shandwick, said that the world of dramatic economic, political, environmental and technological change has led to a focus that is significantly less about social status and societal good, and fundamentally much more personal – the ‘me and mine’ over the ‘we’.

This selfward tilt is crucial for marketers to understand as audiences want to know less about what the company or brand values and more about how it provides the value they need.

“The pandemic casts a looming shadow having turned the value equation inside out – it stands as the single greatest catalyst for reshaping what people say they value most: my safety, security, health and happiness above all else," said Nikolovski. 

Nikolovski explained that this is true across all generations but while Gen Zs may still be looking for brands to excite and entertain them, the 50+ age group are primarily drawn to brands that make them feel secure and safe, and contribute to making them healthier - physically, emotionally and mentally. 

"All brands, not just health brands, need to address this if they wish to be relevant to aging Asia Pacific," she said. 

Meanwhile, Sue-Anne Lim, CEO, Universal McCann, said that brands and marketers have to rethink the way they approach and view the over 50 demographic:

"Instead of viewing them through a stereotypical lens, we should focus on their aspirations, recognising that 50 today feels similar to 40."

Preventive healthcare and social connections have kept them feeling youthful, and this creates an incredible opportunity for brands to tap into an underserved market, said Lim. 

She added that this group is at their peak earning potential, noting that while they didn't grow up with the internet, they have adapted to it with ease. "Traditionally, brands have ignored consumers over 50, assuming that income and spending power decline as they near retirement. But the data tells us otherwise—many are staying in the workforce, driven by purpose rather than necessity," said Lim. 

Using the automative industry as an example, Lim explained that consumers in this group are returning to B-segment cars they once left behind, now valuing predictability over status. Yet, few brands are marketing directly to this ready and willing buyer group. She added that the same opportunity exists across other sectors such as mobile phones, financial services, home appliances and more.  

Redefining the masses

That said, as the ageing population in APAC grows, Lim is seeing a significant economic and social shift. "This group not only has the financial means but is also open to personalised experiences, especially with brands they’ve known and trusted over the years. For newer brands, breaking into this market can be a challenge because brand trust plays a critical role in their decision-making," she explained.

Lim added that marketing to this demographic requires a different approach. She explained that they’re in a distinct stage of life with different dreams and aspirations. "While reaching them isn’t costly, they are highly discerning and will respond best to personalised, thoughtful marketing that resonates with their current priorities," she added. 

Kalyayeva agrees, adding that this segment has time and money to spend. "They are in general more brand loyal. Once their trust is gained, one can build a long-term relationship, providing a stable customer base over time. They will return, they will spend and they will be advocates within their communities," said Kalyayeva. 

At the same time, who the masses are needs to be redefined to reflect the market. "While all brands focus on mass, and by mass they tend to think its Gen Z, we get briefs where clients ask to appeal to mass and that in their words, that literally means appealing to Gen Z, which is such a misperception," said Kalyayeva, adding that: 

"Because everyone is focusing on Gen Z, they forget about those who actually have time to learn about the brand, fall in love with it, become a loyal and repeated customer, simply because 50+ has the time and money to go through the journey with the brand."

She added that Gen Zs consume content fast and that brands are all hunting for their attention, neglecting those who sit for hours on Facebook and speak to each other in WhatsApp group chats about things that matter to them.

"Brands need to re-look at their communication strategy, turn on social listening for that segment and stop addressing campaigns to the masses by bucking them under Gen Zs. They need to really speak to the masses, and that mass is actually 50+ in Asia," added Kalyayeva. 

Challenges ahead

One big challenge marketers and brands can foresee, is ageism. This is especially in countries such as Singapore and Japan where older individuals may feel marginalised or overlooked in marketing campaigns. "Like I said, we mainly either speak to a very targeted audience or Gen Z," said Kalyayeva.

"Brands must actively combat this by promoting inclusivity, portraying the over 50 demographic as a ‘happening’ class, capable, and integral to society, rather than reinforcing outdated stereotypes," she stated.

The economic state of the world may also present a challenge. "Due to the economic situation, 50+ consumers may prioritise saving. Now that means brands will have to find ways to emphasise the value and necessity of their products," added Kalyayeva.

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