As 2025 draws to a close we highlight some of the key events that have taken place this year which are relevant to the Silver Market:
January 2025
QVC’s campaign: Declaring this chapter of life after 50 as the ‘Age of Possibility’, QVC’s new campaign platform aims to reflect age 50+ for what it really is: a vibrant stage of life, full of new questions, changes, opportunities and hopes.’
Saga announces that older travellers defy economic gloom.
“Admit is – this age thing suits you!” JD William latest campaign by House 337 celebrates older women
February
The Oscars celebrate the rising generation of older female actors including Demi Moore (62), Michelle Yeoh (62), and Fernandes Torres (59). Goldie Hawn (79) presented an award.
Colin Thorne, 101, becomes the oldest parkrunner to achieve 250 Park Runs. Colin, who started running at the age of 93 proves that, for him, age is just a number.
March
Hello Magazine says Birthdays should not define us in its first ‘ageless’ issue.
Georgio Armani aged 90 features on the cover of a glossy magazine.
April
Zoologist and Primatologist Jane Goodall, 91, appears on the cover of Vogue Philippines
Silver adventure travel set to boom as active older people seek more exciting holiday experiences.
May
New data from Ofcom’s Adult Media Use and Attitudes Report shows that older people are more tech savvy than you might think.
June
The latest Advertising Standards Authority report, ‘The Depiction of Older People in Ads,’ reveals a clear gap between how older people see themselves and how they’re shown in advertising. Advertisers need to create more respectful diverse and realistic portrayals of older people.
Too old for Glastonbury! A survey of festival goers found that while 69% believe age shouldn’t stop anyone from attending, nearly a quarter felt there were “too many over-50s” there. Some even suggested older attendees should “tone it down”—no moshing for a third, and 21% thought denim shorts were a no-go for a 60-year-old.
July
Creativebrief’s big question asks should brands and agencies be doing more to combat negative stereotypes of older people?
August
Pamela Anderson joins an increasing band of female celebrities who embrace ageing and celebrate their greying hair in style.
Ofcom survey reveals the over-50s are flocking to YouTube – a wake-up call for marketers.
Forbes release its 50 over 50 list – a powerful reminder of the energy, ambition and buying power of women aged 50+
Stylist Magazine dedicates an issue to positive ageing.
September
Celebrating 70 years of TV ads with a look at some of the best aimed at older people – SunLife’s Naturist Parents, Cotton Traders Full of Surprises and Amazon’s 2023 Christmas Ad Joyride (repeated in 2025).
Edward Enninful, former editor at British Vogue, features Julia Roberts (58) on the cover of 72 Magazine. On Radio 4’s Today programme he shares his mission to combat ageism in the media focussing on women who are often overlooked once they reach their 50s and 60s.
Vogue Portugal The Wisdom issue features 87-year old icon Simone de Oliveira on the cover. Clearly showing that the narrative around ageing is changing and that brands need to pay attention.
JD Williams’ Autumn campaign launches featuring and celebrating older women and brand ambassador Gok Wan.
HF Holidays latest brochure for 2026 is an excellent example of how to market to the silver generation by using genuine customer images and feedback as opposed to typical stock images of younger people.
BlueSoup’s data show that the over 60s are increasingly tech-savvy despite often being portrayed as out of touch and incapable when it comes to tech and digital media.
The Times publishes a headline “The secret to a long life? Thinking poorly of elderly people”. SMA calls this out as an example of ageist click-bait.
Jacqueline Freeman points to new research from the IMF that shows a 70-year-old today has the brainpower of a 53-year-old in 2000.
SMA joins Carl Honoré and others in calling out the New Yorker piece “Some funny things about getting old” for being ageist. Sentences include “You wet your pants, because, oh, why not?
October
The rise of the granfluencers. Brands obsessed solely with youth are ignoring a massive, wealthy, and influential demographic. The rise of Over-50 Influencers is proving to be a huge marketing opportunity you can’t afford to miss, says Kish Lal writing in Fashionista.
Celebrating 5 years of Age-Positive Imagery with the Centre for Ageing Better’s Age-Positive library which is free to access and use.
Cotton Traders “Full of Surprises” advertising campaign featuring a range of older models challenging stereotypes in a series of images and video ads. Gale driving off in her red open-top sports car, Mike escaping his 50th birthday on his motorbike after browsing his ageist birthday cards.
SMA member Vicky Carne explains how AI can be a force for good in residential homes with Peggy, her voice activated concierge.
Fred Olsen Cruise Lines Head of Sales warns against abandoning the mature traveller in favour of younger consumers. He says that pursuit of Gen Z should not alienate your core business.
International Day of Older Persons – this year’s theme “Older persons driving local and global action: our aspirations, our well-being and our rights.” At SMA we joined many others in celebrating the immense contribution made by older generations and arguing the need for brands and businesses to fight ageism.
Silver Travel Advisor’s Sheffield Holiday and Cruise Show, together their recent launch of their first High Street travel store shows the value of face-to-face marketing.
November
02 launches dAIsy – an AI-powered “granny” chatbot who by imitating an elderly woman keeps scammers on the phone for as long as possible. This prevents them targeting real, potentially vulnerable victims.
Innerva partners with Mr Motivator to champion active ageing. At 73 he’s living proof that movement is medicine, embodying Innerva’s mission to promote independence and dignity through activity.
John Lewis releases their 2025 Christmas ad targeting mid-life men. ‘Where love lives’ features a dad connecting with his teenage son through music and a gift of vinyl.
New data from the International Longevity Centre “Better Lives Index” shows that outcomes in later life are fractured by geography, wealth and health, demanding a hyper-segmented approach. It’s time to build strategy by postcode.
Many people call out a divisive feature in the New York Times pits Boomers against younger generations, blaming older people for economic struggles and much more.
Autumn Budget 2025. Age Space identified key highlights for the older generation:
- State Pension to increase by 4.8% in April 2026
- Key benefits for the elderly: Attendance Allowance, PIPs and Carer’s Allowance to rise by 3.8%
- Prescription charges frozen
- Energy bills cut by £150
- £20,000 cash ISA Allowance protected for the over 65s
- National Living Wage to rise by 4.1%, which will impact care workers, their employers and their customers
December 2025
In her Desert Island Discs appearance Kate Winslet (50) explains why she wants her publicity images to be natural/unedited and that she embraces ageing along with wrinkles and crowsfeet as she wants ‘a face that moves’.
Pirelli Calendar 2026 features icons like Isabella Rossellini (73), Tilda Swinton (65), and Eva Herzigova (52), and signals a massive shift that every marketer needs to pay attention to.
Dick Van Dyke celebrates his 100th birthday and puts his longevity down to exercise and dancing, a sense of playfulness, singing, the company of his pets (3 cats 1 dog) family and friends and being open to new experiences.
