The digital advertising industry is still ignoring the huge value of the silver market, suffering from a £602 billion blind spot that’s “hiding in plain sight”. The over 50s remain “largely invisible”. So writes Andy Oakes, publisher of New Digital Age, in a withering onslaught.”It’s a strange irony: while brands scramble to decode the latest Gen Z slang or pivot their entire budget to the newest micro-video filter, they are effectively ghosting the very people who actually hold the keys to the global economy. We are witnessing an industry-wide obsession with “what’s next” at the total expense of “who’s here,” and the fiscal consequences are staggering.” He points to “a pervasive, and frankly incorrect, belief in many agencies that once a consumer reaches 50, they suddenly become a ‘technophobe’ who stops being digitally relevant”. But recent studies show that all but nine percent of 50–59 year olds use mobile apps specifically to research high value purchases, and the vast majority of those over 65 are online every day.
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