Imagine discovering a massive audience that drives more than half of the U.S. spending power yet is rarely seen represented in marketing campaigns. Sounds unbelievable, right? But it's a real thing.
Research from Alive Ventures ("Growing Older Better: Insights and Opportunities") highlights the overlooked potential of consumers aged 50 and above. This group makes up nearly half of the U.S. population, yet in marketing, they're practically invisible. Only 15% of digital ads include them, and a mere 5&endash;10% of budgets are allocated to reaching them. That's a mistake, because this market is both extensive and influential.
Here are five facts about the 50+ market:
- 100 million strong in the U.S. alone.
- Holders of more than half the nation's wealth.
- Responsible for over 50% of annual consumer spending.
Beyond size, older adults often enjoy higher levels of disposable income. With kids grown, mortgages often behind them, and lifestyles shifting toward enjoyment, they spend heavily on categories like travel, dining, leisure, and even education. In many cases, their discretionary spending matches (or exceeds) that of younger buyers.
So how can marketers connect with this powerhouse audience?
- Tailor your message. Craft mailings with language, visuals, and offers that reflect their realities, not stereotypes.
- Respect their diversity. Today's 50+ crowd includes adventurers, volunteers, daters, entrepreneurs, and lifelong learners. Treat them as what they are—multifaceted.
- Build credibility. Older buyers place a high premium on trust. Use testimonials, educational content, and consistent follow-up to earn it.
- Leverage print. While they engage online, print still carries unique weight with this group. Older adults will tend to spend more time with (and give more value to) a well-designed mail piece than they will an email.
The 50+ market isn't just "one more segment." It's a powerful, growing demographic with money to spend and loyalty to give. The question isn't whether you can afford to market to them. It's whether you can afford not to.
So what's your plan to reach them?
