There’s a multi-trillion-pound market that is ripe for deeper engagement. Understanding the evolving needs and preferences of the over-55 consumer presents significant – and lucrative – opportunities for brands.
Dubbed the ‘grey pound’, this is a market that is worth £6tn globally and £320bn in the UK, accounting for more than half of UK consumer spending.
But despite the economic muscle they wield, this is a group that feels increasingly alienated by marketing. Research conducted by Gransnet and Mumsnet found 78% of users aged 50+ felt under-represented or mis-represented within campaigns.
Most damningly for our industry, nearly two-thirds believe this is because advertisers are too young to construct a marketing strategy that understands them.
We’re not sure that’s true. We see plenty of experienced, intelligent marketeers of all ages working in our industry, who can take themselves out of their own experiences and expertly put themselves in the mindsets of others.
However, we do see the tendency for brands to over rely on targeting Gen Zs and millennials. The assumption too often is that ‘young’ somehow equals ‘cool’ and that younger audiences are the safer bet to generate buzz on social media.
While this may once have once been true, it’s certainly no longer the case. Social media usage has risen steadily among those aged 65+, from 2% in 2010 to more than a third (35%) today, according to PEW.
When over 55+s are shown in campaigns, too often it can be as part of an oversimplified message. There are 13.3 million people in the UK who are 55+ – a population equivalent to one-and-a-half Londons – with needs that are as varied and nuanced as the capital itself.
But there are some commonalities and themes that marketers can use to drive engagement among this group. Here are five ways brands can reach this key demographic.
1. Connect with them where they are
While TV and radio advertising continues to over index among 55+s, social media is playing an increasingly larger role with each passing year. Facebook is the overwhelming preference, reaching 77% of people aged 65+ who use social media, with Instagram a distant second at 6%, though admittedly this platform is becoming more popular among 45-64s with each passing year.
Video ads, and in particular YouTube, have a huge role to play. Rather than packing your messaging in paragraphs of tiny text, consider punchy video ads that clearly explain your offer and make it relevant.
2. Communicate great value
This demographic controls around three quarters of the household budget and they are looking to make sure that it stretches. Fears around what the current Government means for pensions, compounded by recent volatility in the stock market, has made even the wealthier members of this demographic more aware of their finances than they were previously. They are looking for decent products that will last and genuinely improve their quality of life.
This is a group that is more likely to pride themselves on savvy spending and recognising a good deal. Meet the challenge authentically and honestly to reap the rewards.
3. Employ relevant actors – but don’t make age the story
A great campaign targeting this group should feature relevant and relatable people. It’s not about using supermodels or being overly aspirational in your messaging. Utilise actors that resemble who your customers are in ways that feel natural.
Analysis by Marketing Week found that less than a quarter of the UK’s biggest TV ads feature a person over 55, but this needs to change rapidly in the next five years as one in two people will be 50+ by 2030.
There are some particularly great examples of brands that have done this well. Who can forget Sir Patrick Stewart’s Oscar-worthy performance in the Yorkshire Tea office? Or the heartwarming Cadbury Dairy Milk Fence advert?
4. It often starts with a search
Around two thirds of all online interactions start with a search and while the majority of web traffic through Google comes from users aged 35 or under, people aged 55+ carry out 1.4 billion Google searches per day.
Interestingly, older age groups appear to be slightly more succinct too – with the average search 4.2 words long for Gen Xers and Baby Boomers vs five words for Gen Z. Optimise your content around those shorter-tail keywords to drive traffic.
Google’s introduction of Gen AI search results last year might be appealing to younger audiences but older ones are less convinced. According to a survey of 1,000 adults commissioned by PensionBee – 45% of over 65s say they don’t fully trust AI, or don’t trust it at all to provide information.
While this question was specifically about financial advice, it shows the value of the human touch for this audience.
5. Consider the right UX
Smartphone use is rocketing among 55+s, with more than nine in 10 now using one, up from seven in 10 in 2017. Whether it’s balancing hobbies, a busy career or family commitments, this age group is particularly time-poor – they do not have the capacity or the patience to scroll through poorly designed apps.
Axing floating labels, disabling pop-ups and autoplay and allowing for clear customisable settings are good UX principles for all users and will increase the stickiness of the experience for over 55s, keeping them with you for longer.
For layout inspiration, look at communities such as Connect 55+ or Ourtime.
Tap into the golden opportunity.
At Mercieca, we’re constantly helping our clients expand their reach and for some, the ‘Grey Pound’ could be a significant opportunity. By communicating with this audience in a sensible, respectful and engaging way, brands can win high-value shoppers for the long-term.
It’s time to rethink how we market to over-55s. The likelihood is they are feeling unrepresented by your competitors – will you be the one who can truly win them?
Reference note: Sources throughout provided by Serendipity2 and GWI, April 2025