Black Friday. Some love it, some hate it. And the overwhelming feedback from the over-55s is that they simply don’t trust it. Of all age-based demographics, over-55 are the most cautious, spending only £54 during the shopping period (source: Opinium). This is a stark contrast to the £199 consumers aged Read more
Older consumers have spending power yet they’re still underrepresented. And in trying to ditch one stereotype, are advertisers simply creating another? Picture someone aged over 55 in an advert. What do you see? For years, advertising’s depiction of older people has been criticised for relying on familiar stereotypes: grey hair, Read more
It’s not just No. 10 which is establishing a Northern powerhouse, as Debbie Marshall found out last week attending two industry-leading events in Leeds and Manchester. First up was The Age of Opportunity, hosted by HUB and Prolific North in the congenial setting of Bill’s in Leeds. We were delighted Read more
This webinar is about a new approach to segmenting the silver market with the “Ozzy” tool from Humbug, and showcasing three member case studies.
I was very pleased to be invited to represent our Association at this major international event, as an Expert Jury Member for the SilverEco Awards 2026 and on the jury for the Social Connection & Intergenerational Impact category. During the event, I also served as the Moderator for the Panel Read more
On Wednesday 23rd September 2026, a selection of our members in the Leeds area met with other senior marketers and brand owners at the HUB roundtable, Age of Opportunity, in partnership with Prolific North.
On Monday 14 September at 4.30pm, Silver Marketing Association’s Policy & Public Affairs Director, Steve Huxham chaired this session at the SilverEco & Ageing Well International Festival in Cannes. The workshop discussed how The Internet of Things (IoT) and artificial intelligence (AI) is progressively transforming how care and support are Read more
On Thursday 10 September, Silver Marketing Association Member, Mitos Relocation hosted a live session for UK residents on what retiring in Greece actually involves. Founder, Federica Grazi covered the residency routes, how Greece’s flat 7% tax rate on foreign-sourced income works and who qualifies, the transition from NHS to Greek Read more
Following the success of the first Value Exchange event held in January this year, we ran a second free-to-attend event in Central London on Monday 7th September 2026, for Silver Marketing Association start-up members and spectators in partnership with our member, Brave Starts. Start-up members had the opportunity to meet and Read more
Ofcom’s Media Nations 2026 report is full of useful stuff. It tells us live TV is declining, streaming is rising, newspapers are shrinking, YouTube is growing and people aged 75+ still like a good TV set. So far, so familiar. But it also hops cheerfully between 16–24, 16–34, 55+, Read more
Networking Event – open to members and prospective members After the success of this event in 2025, we’re delighted again to partner with Bowls England to host an an exclusive Silver Marketing networking day to Members (and prospective members) at the National Bowls Finals. This unique opportunity offers a fantastic Read more
Silver Marketing Association member HUB shares its take on the latest Ofcom Media Nations 2026 report and a finding that should make marketers take notice: older audiences aren’t abandoning traditional media for digital – they’re increasingly using both. Richard Wilkinson, Media Planning Account Director at HUB, explores what this changing Read more
By Chris Hudson, Chairman at HUB One of the biggest myths surrounding traditional media is that TV, print and out-of-home (OOH) advertising are too expensive. This is a perception that needs to be challenged, says Chris Hudson, chairman of full-service marketing agency HUB. The reality is that the landscape has Read more
Silver Marketing Members PensionBee, has launched “Born to Retire”, its latest brand campaign which will run across connected TV, radio, out-of-home and digital channels. The campaign was born from an observation about later life in the UK: too many people don’t picture themselves enjoying a good retirement at all. It Read more