• by Tom Wormald , Yesterday

For too long, people over 65 have been treated like a single, outdated stereotype: retired, tech-averse and already slowed or slowing down. But that picture is just plain wrong. Today’s 65-and-over crowd includes business owners, part-time workers, caregivers and active grandparents—each of whom would shudder at the thought of being seen as “tired” or “passive.” Because in fact, many are still working, financially independent and very happily living their lives online. So why aren’t more brands proactively treating this group as a key demographic?

According to AARP’s Global Longevity Economy Outlook report, in 2020, the 50-plus population contributed $45 trillion to global GDP, or 34% of the total. The World Data Lab’s World Consumer Outlook, which projects spending through 2030, shows the highest increase in consumer class headcount will come from the 60+ age group.

Still, the over-65s are not a monolith either; our research has shown that 65- to 74-year-olds and 75+ people have significant differences in their financial comfort and mortgage freedom, for example.

With life expectancies climbing and career durations lengthening, it should no longer feel unfashionable, or “not worthwhile,” to market to older consumers.

When you consider where the real spending power lies, much of it is with the older generations. Sure, younger folks will always be key for brands, but depending on your product, it might not even be attainable for them yet. Yes, so many brands want to be seen as young, innovative, fresh and forward-thinking, but that doesn’t mean you should totally neglect an entire generation.

For too long, brands have treated generations as an either-or: reach younger audiences or the older ones. Why not both?

If brands shift their focus to  outcomes and experiences, and apply the lessons learned from marketing inclusively to other demographics, they’ll see that they can easily appeal to older consumers.

The beauty sector offers some notable examples, like Dove’s "Real Beauty" campaign, which depicts women of all ages side-by-side—creating an inclusive brand identity. On the flip side, many beauty brands still target only younger audiences, or age-exclusive audiences. These approaches miss the fact that anti-aging skincare, for example, is relevant not just to 30-somethings, but also to consumers in their 40s, 50s, and 60s, and could actually be a unifier. But when you don’t see “yourself” mirrored back in a brand’s marketing, you can feel at best ignored, or at worst, alienated.

The best campaigns include older consumers seamlessly. Take Virgin Atlantic’s “See the World Differently” campaign, which featured people from all walks of life on their flights and travels, including older adults, without portraying them stereotypically.

But perhaps the best example is Apple. Its outcome-focused marketing highlights what its products can do, not who they’re for. That emphasis on experience and utility creates broad appeal, reaching older consumers without exclusion.

 Age-inclusive marketing isn’t just smart business—it’s about building a world where no one is pigeonholed or left out. Older consumers want to and should be seen as individuals, not stereotypes. Brands that recognize this won’t just unlock growth opportunities—they’ll help shape a more connected, respectful culture.