The Next Generation of Over 50s

Watch the full-length webinar here!

Read the whitepaper here 


The Silver Marketing Association was delighted to host a roundtable with an outstanding panel on behalf of AnythingButGrey – a creative communications consultancy that speaks for the over 50s, challenging stereotypes to help brands connect and unlock the consumer spending power of this largely overlooked cohort.

The webinar presents a discussion about a new and looming demographic shift that has not been under the spotlight before, and could provide huge opportunities for brands and employers. And it might also spell trouble the ones who don’t see it coming.

Over the next few years, the youngest GenXers who were born in the late 70s and the oldest Millennials born in the early 80s, will be turning 50 and they too will be joining the age group that controls the lion’s share of UK consumer spending power.

AnythingButGrey have been researching this emerging group, and looking at their behaviour and spending habits. The insights are fascinating. This new group is going to live and work for longer than their parents and enjoy more active, healthy, lifestyles. And, as we’ll hear, their behaviours towards brands and technologies are about to make marketing to them as over 50s quite a different prospect.

Are boomers a dying breed, soon to be replaced by the next consumer supergroup? Will brands be ready or are they sleepwalking into an engagement crisis? And what should we do about it?

Joining the host, Debbie Marshall, are a panel of experts:


Amanda Grabham: Marketing Consultant

A consumer brand specialist with many years of experience targeting a wide range of age demographics.



Jason Spencer: Business Development Director at ITV

Jason has spent 11 years at the heart of British media culture.




James Reed: Chairman at Reed Recruitment

A family business established in the 1960s, James has a unique viewpoint on the UK’s shifting demographic in the world of employment.



Sarah Firth & Nicola Roberts:

Co-founders of Anything But Grey who have carried out this research

Watch the full-length webinar here!

Read the whitepaper here