While manufacturers have already set their sights on Generation Alpha (children and young teenagers), marketing seems to be ignoring the target group whose purchasing power is one of the most important: those aged 60 and over. In a recent article, futurist Euromonitor explained why this cohort needs more attention from brands.
“Mature consumers are the fastest-growing and most affluent segment,” says Euromonitor. “Their real incomes are expected to grow at double-digit rates between now and 2040.”
Despite their demographic weight (19% of the world’s population by 2040, and up to 32% in Western Europe), the 60+ are often overlooked in marketing plans. The reason? Stubborn stereotypes such as reluctance to technology or rigid brand loyalty.
“Households of people aged 60 and over record a 14% increase in spending between 2022 and 2024, more than double the average household. What’s more, in half of the markets analyzed, more than 75% of 60+ households are connected to the Internet.”
Euromonitor also explains that this cohort is not so entrenched in its habits. “More than half of seniors regularly look for new products or services, and only 20% systematically buy via loyalty programs.”
How to appeal to these consumers?
To attract the attention of these buyers, brands need to renew their product approach. Gone are the campaigns that invisibilize aging: the 60+ want to see themselves represented and valued.
“They want wellness solutions that are preventive, practical and support their autonomy,” says Euromonitor. “They are also looking for …
