How to communicate with the ever-growing Silver generation?
How to communicate with the ever-growing Silver generation?
While there’s been much talk about Generation Z, it’s now time to focus on a more experienced demographic. The Silvers, as they are referred to, dislike being called seniors. They are more active than their ancestors at the same age and are well-acquainted with new technologies, fully aware of their needs. Discover how to formulate messages and create content for individuals aged 50+.
Characteristics of the Silver Generation
Determining the exact age at which one becomes part of the Silver generation is challenging. From a marketing perspective, it includes individuals not targeted by the 16-49 age group, meaning it encompasses those who are 50 and older, including retirees and seniors (those 75+).
Silvers do not appreciate being referred to as seniors, associating the term with illness and dependency. Today’s Silvers are progressive. Having raised their children, they now enjoy time for themselves, remaining active in various aspects. They enjoy meeting peers, traveling extensively, continuing to work (even in retirement), participating in age-specific events, and maintaining physical activity.
The Silvers are characterized by their relaxed attitude, caring less about others’ opinions. They live for the moment, appreciating every minute, embracing joy and freedom.
Values important to them include:
- Family – but they are not “typical” grandparents focused only on their grandchildren,
- Health – prioritizing prevention over treatment,
- Self-development – from learning new languages to starting businesses in retirement or attending university courses for seniors,
- Safety,
- Life balance and stability.
Most Silvers are familiar with new technologies, a trend significantly boosted by the pandemic, which saw an increase in online shopping among this age group. They share younger generations’ concern for the environment.
Creating Messages and Content for the Silver Generation
The Silver generation consists of loyal customers who tend to stick with brands for years. Thus, how you communicate with them through advertising is crucial.
When designing a campaign, it’s essential not to overlook them as a target audience. This includes avoiding the employment of younger models and actors to represent Silvers and steering clear of messages that suggest they are incapable of independence.
Campaigns aimed specifically at this generation should be tailored to their lifestyle, differentiating between those retired and those still working, as well as addressing the varied needs of individuals aged 55 versus 75.
Advertising messages should be based on positive examples. Even when addressing problems, campaigns should highlight solutions without resorting to scare tactics. Silvers celebrate life and focus on the positive, which should be reflected in your messaging.
Your company can show care for the 50+ generation without being overbearing. Campaigns should express respect for Silvers (especially those 65+), giving them a voice and acknowledging their past efforts. An example of such a campaign is Werther’s Original, where a grandfather shares stories with his grandson, displaying strength and vigor.
Examples of Successful Campaigns Targeted at the Silver Generation
Firstly, the OLX job service campaign aimed at combating job market discrimination against those 55+ perfectly captures the values of this generation: life experience, desire to remain professionally active, and openness to new technology. It also demonstrates a desire for respect while bridging the gap with younger generations, fostering friendly relationships.
Another example is the Mastercard campaign, “Priceless Moments – for everything else, there’s Mastercard,” which has been adapted for various audiences and has become a part of everyday life. The latest campaign targets Silvers, featuring women from this generation spending time together in a sauna, highlighting self-care, the desire for active leisure, and social gatherings.
Where is the Silver Generation?
The Silver Generation can be found everywhere, as initial analysis shows that they, like young people, venture out of their homes. However, being very aware of their needs, health prevention is also important to them. Thus, it’s not surprising to find them in clinics. Their presence there does not mean they are solely ill individuals; on the contrary, they are a conscious generation seeking to prolong their lives to enjoy them fully. Therefore, one of the places worth targeting for OOH (Out-Of-Home) advertising campaigns is medical facilities.
At Be Media, we offer educational advertising for patients, executed within medical facilities. We provide innovative tools that help clients educate patients about health care. These solutions can take the form of print, sampling, and even DOOH (Digital Out-Of-Home) campaigns. Waiting rooms in public health centers are an excellent place for direct reach to the target group, which is why we encourage collaboration with us to achieve the best conversions from the campaign.