Insights

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

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

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

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

Silver Marketing Association member AMS Group recently hosted a webinar featuring a case study on Stannah, sharing how the business evolved its marketing strategy to reignite growth in the growing 60+ consumer market. During the session, Stannah explained how combining brand-building with performance marketing increased awareness, strengthened brand perception and Read more