Possibly The Most Overlooked Opportunity for Brands There Is: The Silver Generation

If you’re like most small business owners, chances are you’ve been targeting people like… well, you. Millennials and Gen Z entrepreneurs dominate the online space, and naturally, they market to their peers. But there’s a whole other audience sitting right there, often overlooked: the Silver Generation. Let’s explore why it’s time to rethink your strategy.

The Silver Opportunity

Baby Boomers (often called the Silver Generation) hold 70% of disposable income in the U.S. alone. And yet, most brands are laser-focused on younger generations. Data shows that advertisers target 25-44 year olds the most on Meta platforms.

The silver lining? There’s less competition in this space, meaning you can stand out more easily by focusing on this highly valuable audience.

Why Should You Care?

1. Boomers Have Buying Power
   Many Boomers have more financial flexibility than younger generations. They spend on health, travel, gifts, home improvement, and even online courses. And contrary to popular (?) belief, they are very active online.

2. They’re Loyal Customers
   Boomers value brand loyalty and relationships. They are more likely to stick with your brand if you meet their needs, unlike younger consumers who jump ship quickly for the next shiny object.

3. Untapped Digital Audience
   Despite their spending power, Boomers remain under-targeted by online brands. They’re increasingly using platforms like Facebook, Instagram, and even exploring TikTok. Early movers into this space have a real chance to build trust and long-term brand equity.

How to Market to the Silver Generation

1. Simplify the User Experience
   Websites should be clean, easy to navigate, and free from overly complex design. Use larger fonts, clear CTAs, and an intuitive checkout process. Since the Silver Generation is less digitally native than younger users, they are highly conscious of having a safe, secure shopping experience.

2. Value Relationships Over Hype
   Boomers respond well to personalized customer service and thoughtful engagement. They appreciate authenticity, so lean into storytelling and brand values that resonate with their life experiences.

3. Email Still Reigns Supreme
   While younger audiences may flock to TikTok, Boomers love email. Make it personal, offer exclusive content, and treat their inbox like a VIP club.

4. Educational Content Wins
   Instead of hard selling, provide value through how-tos, educational videos, or expert tips. Boomers appreciate content that enhances their lives, not just flashy sales pitches. Talking beyond basic social media content, consider using a tool like Manychat to start meaningful conversations with your followers and turn them into shoppers. I’ve previously written about why it’s one of the top marketing tools right now - a must-have doing social media marketing.

5. Highlight Shared Values
   Emphasize trust, reliability, a

6. nd quality. If you’re committed to sustainability or community impact, make sure that’s clear.

7. Choose Your Images wisely

   Make sure the models or spokespeople you use are closer in age to your target audience. This group is far more likely to connect with mature individuals than with someone in their twenties.

By marketing to Boomers, you’re stepping into a space where competition is thinner, but rewards are high. They’re ready to buy, loyal to brands they trust, and eager to engage. Plus, you’re doing what most of your competitors aren’t—building relationships in an underappreciated market.