Seeing The Invisible:

Empathetic Marketing to Seniors

We all desire to be seen and understood. But for many people, aging over the hill and beyond into the golden years comes with the unexpected burden of feeling invisible. People over 65 are often overlooked in marketing, even though this demographic is one of the fastest growing and most influential segments in the world. In the United States alone, more than 55 million people are over age 65, with a combined purchasing power exceeding $2 trillion annually. Yet, despite their economic influence, older adults are frequently underrepresented or stereotyped in marketing campaigns.

These portrayals can have a strong impact on self-esteem and how senior adults view their role in society. As marketers, we have a responsibility to create campaigns that genuinely respect and value older consumers. We can do this in a few simple ways:

1. Challenge Ageist Stereotypes

Our senior generations are frequently portrayed in a narrow set of roles, often associated with frailty, dependence or disengagement from modern life. Yet today’s older consumers often defy these stereotypes. According to AARP, 71% of adults over 50 are still engaged in learning new skills and activities. They lead vibrant lives, travel, adopt technology and contribute to society in ways that should be reflected in marketing campaigns.

“Brands that portray aging as a natural, vibrant stage of life create more authentic connections with older consumers,” says Ashton Applewhite, author of This Chair Rocks: A Manifesto Against Ageism.

2. Highlight Technology as an Enabler

Contrary to common stereotypes, older adults are increasingly tech savvy. According to Pew Research Center, 75% of Americans aged 65 and older use the internet, and 61% own a smartphone. This growing digital engagement means that marketers should focus on how technology can enhance the lives of older consumers rather than perpetuate the myth that they struggle with it. Technology should be positioned as a tool for connection and empowerment.

“When marketers emphasize the accessibility and benefits of technology for older users, they help break down ageist assumptions and foster inclusivity,” says the American Marketing Association.

3. Tailor Messaging for Senior Consumers

Personalization is essential when marketing to older adults. According to research from McKinsey & Company, older consumers are more likely to remain loyal to brands that understand their needs and preferences. Marketers should personalize their messages to reflect the interests, lifestyles and priorities of our senior generations.

“Older consumers expect brands to deliver value, trust and reliability, which requires tailoring both products and messaging to align with their values,” explains the Harvard Business Review.

4. Leverage Trust and Authenticity

Older consumers place a high value on trust and authenticity. A study by Edelman found that people over 65 are more discerning and place a premium on brands they trust. They are less likely to be swayed by aggressive advertising tactics and more likely to remain loyal to brands with a proven track record of quality and transparency. Highlight your brand’s history, commitment to quality and focus on customer service. Share testimonials and statistics to support your claims and deepen trust with consumers.

“Trust is the foundation of brand loyalty for older adults, and marketers need to demonstrate reliability and authenticity in every interaction,” explains Edelman.

Above all, older adults deserve to feel seen and respected. By challenging stereotypes and fostering trust, we can create lasting connections that benefit both brands and society.