Welcome to the Silver Marketing Association
We’re a friendly community of over 200 businesses and individuals who share a passion for ethical marketing to the silver audience. Our mission is to inform and connect our members, as well as championing great marketing and calling out discrimination.
“We’ve partnered with several wonderful organisations and have a few more in the works! Really appreciate all the work you and the team do to create such a high-value networking group for our target market“. Amanda Forsyth, CEO, Liv-On
“We are about to launch a partnership – so huge thanks to the team – I always have such great opportunities to meet lovely people and sometimes it leads to a really positive business outcome too”. Aideen Clark, Brand Partnerships Director, Rest Less
“So pleased to be part of this great association. I’ve met so many inspiring people and organisations through their events and gatherings” Emma Webster, Chief Executive, Elderly Accommodation Counsel (EAC)
Meet other members
We get together regularly for networking drinks and social occasions including Bowls! Join us for our next member drinks on Weds October 22nd.
Silver Marketing Workshop - October 2026
Modern Marketing — Breaking Free from Age-Based Stereotypes to Connect Through Values – come to our next workshop! Where: Offices of JAA Media, Covent Garden, London When: Friday October 9th, 2026 from 10.00am-4.00pm
Our Patron, Anthea Turner
Our patron is Anthea Turner, a much loved and trusted media personality, who has enjoyed a diverse and busy career for nearly four decades. We greatly value Anthea's support as an ambassador and voice of the association.
At the Silver Marketing Association, we have three core values in our mission to promote best practice & ethical marketing to the silver sector. Communicating successfully with this diverse and complex audience is where we can help professional marketers of all ages.
- Sharing knowledge & information – we invest in compiling relevant research and data and give our members access to reports, white papers and constantly updated market information.
- Facilitating introductions & connections – through virtual and live networking events as well as bespoke introductions. Our members enjoy a wealth of opportunities to contact one another virtually through the member directory, and to meet in person at a range of events including our annual Silver Marketing Summit.
- Advocating ethical marketing – We are unafraid to call out ageism, injustice and inequality, as well as celebrating outstanding marketing campaigns through our annual Silver Marketing Awards.
The Silver Market
There are now more people in the UK aged over 60 than there are under 18, and the number of over 60s is the largest it has ever been at 15.5 million – that’s 23% of the population.
This growing sector is highly influential. Today’s over 60s are a diverse bunch. Some are still in employment, some are starting new businesses, some are in different stages of retirement; but they are more adventurous, more tech-savvy, and more financially aware than previous generations. They spend money on leisure and travel, on hobbies, gadgets and health care.
However, marketers are predominantly young and tend to ignore, misunderstand or misrepresent this growing audience that no longer conforms to outmoded assumptions and stereotypes. The IPA estimates that just 5.5% of people working in UK agencies are aged 50+. The average age is 33, and it has remained like this for the last decade.
As a member of the Silver Marketing Association, you are part of an organisation with a serious agenda.
Membership Benefits
- Being part of a trusted network and shared voice
- Ability to contact other members directly through the website, or to request personal introductions
- Free member networking events
- Access to exclusive member resource area, including research, data, industry reports, presentations and videos
- Members’ monthly newsletter – the Silver Bulletin
- Regular webinars, training sessions & masterclasses
- Priority access & discounted tickets to the annual Silver Marketing Summit as well as exclusive access to the presentations and videos from the event
- Free entry for the Silver Marketing Awards
- Exclusive use of the Silver Marketing Association Member logo
- Shared subscriptions – logins for every member of the marketing team
- Free access to the Experian data platform and consultation
- Free standard access to JICMail
- Free video consultation
- Free social media audit
- Discounts on direct mail campaigns
- Free website accessibility audit and recommendations
- Access to Government through our attendance at the Genesis Initiative and Bank of England meetings to raise issues on your behalf
- Free HR helpline
Together we are stronger! Find out more about becoming a member today.
