For decades, Americans were told to preserve their youth, because to age was to become irrelevant. Once a person grew out of the coveted 18–49 demographic, they were relegated to a space to be considered only when absolutely necessary. In fact, in a 2005 survey, nearly two-thirds of companies indicated that they had no plans to target consumers over the age of 50 in their product development, marketing or advertising. But a lot has changed since then. The entire process of aging is being redefined by healthier lifestyles and longer lifespans. Aging adults are active participants in culture, refusing to sit on the sidelines. More than ever, brands have no choice but to consider mature consumers not just as a niche audience, but as a core part of their strategy.
At its core, the decision to appeal to an older crowd stems from undeniable numbers. The segment is already large—nearly one billion people over the age of 60—and it’s growing. By the middle of the 21st century, this age group will outnumber those under 15. Add the fact that people over 50 currently comprise 35% of the U.S. population but contribute 43% of the national gross domestic product. Is it becoming clear that brands are selling themselves short by not considering this segment?
In 2019, inclusivity is the name of the game, particularly for brands that are focused on appearance, like fashion and beauty, representing a major reversal for industries that previously framed aging as a negative. To that point, more people over 50 have been featured in high-profile advertisements in recent years. Helen Mirren starred in a L’Oreal commercial. Joan Didion fronted a Céline ad campaign. Instagram-influencer/grandma Lyn Slater became the face of clothing brand Mango.
As with all messaging, connecting with the 50-plus crowd requires a carefully considered sincerity and authenticity, showing this segment that brands consider them people and understand their needs. Slater told W Magazine, “I would rather pressure MAC Cosmetics to think of me as a consumer, than help promote a separate over-50 makeup brand.” This cuts to the heart of the silver revolution: shifting away from a mindset where older age groups are excluded, to one where they aren’t just included, but celebrated. Brands would do well to reject ageism—or any other deterrent of inclusivity—and embrace this segment. We could take a cue from L’Oreal, which did it with panache when they deemed “Silver Chic” the hair color of 2019.