The term ‘silver surfer’ originated nearly 25 years ago, to describe the first baby boomers getting online
It evoked images of grey-haired individuals fumbling with technology. Fast forward to today, and this term is both outdated and misleading. The demographic now referred to as silver surfers are far from technophobes. This group is diverse, tech-savvy, and a key market for digital marketers. Here’s how to effectively engage this valuable audience without falling into stereotypes. Contrary to the old clichés, today’s silver surfers are active internet users who defy the stereotypes of technological ineptitude.
It’s crucial to recognise the vast diversity within this group. A 50-year-old may perceive 60 as old, while a 60-year-old sees 70 that way. They don’t want to be lumped together under one label. Instead, life stage recognition is key — whether they are working full-time, pre-retired, retired, or active grandparents. Their priorities revolve around family, health, wellness, and similar interests, just framed in different contexts.
The challenge of representation
The over-50s group is the UK’s largest demographic, commanding the highest level of disposable income and wealth. Yet nearly 88% of those aged 55+ feel alienated by the way brands represent them. The challenge lies in the diversity within this age bracket, spanning those just turning 50 to those in their 80s and beyond. Each group brings unique values, preferences, and levels of tech savviness. For instance, a 55-year-old might prioritise digital engagement and adventure, while an 80-year-old may focus on simplicity and accessibility. By understanding these distinct qualities and preferences, brands can genuinely connect with and empower this growing, valuable audience.
Marketing tips
- Avoid stereotypical imagery: Stock photos of grey-haired folk in bland clothes do not resonate. Use lifestyle images or graphics that reflect who they aspire to be, often a version of themselves from 15 years ago. Don’t go too young though!
- No labels needed: Avoid terms like ‘third agers’ or ‘the elderly.’ Address them by name or based on their needs.
- Respect privacy: Over-familiarity can breed contempt. Avoid bombarding them with daily or weekly emails that invade their personal space. Tailor your comms to be relevant and respectful.
- Selective surveys: While they don’t mind occasional customer satisfaction surveys, sending one after every purchase (looking at you, M&S) can be excessive.
- Appropriate communication channels: Avoid using platforms like WhatsApp for promotions; it’s perceived as too personal.
- Clear purpose in mailings: If sending care home info to 50-year-olds, clarify it’s for assisting with parental decisions, not for them.
- Meaningful engagements: Recognise their loyalty with thank you notes or surprise rewards. Good manners go a long way.
- Authentic communication: Use language that resonates with their experiences and concerns. Addressing what keeps them awake at night can build a strong connection.
The new digital habits
Many baby boomers and Gen Xers are avid social media users, Netflix binge-watchers, and online shoppers. They follow influencers, have diverse music and fashion tastes, and maintain active lifestyles as gym-goers, runners, cyclists, and personal training clients. Essentially, their digital habits are similar to those of younger age groups.
Marketing strategies to engage silver surfers
- User-friendly and secure websites: Ensure your website is easy to navigate and secure, building confidence and trust, especially around data privacy.
- Personalised content: Offer content that resonates with their interests, from family and wellness to hobbies and travel.
- Demographic insights: Use demographic data to tailor your marketing efforts. For instance, while Google is a dominant player, Bing has a significant older user base and might be an effective channel for targeting this demographic.
- Email campaigns: Craft email campaigns that are informative and respectful. Avoid overloading them with irrelevant information.
- Content strategy: Develop longer, detailed content that provides value. Use simple, jargon-free language that clearly explains features, benefits, and answers common questions.
- Acknowledging loyalty: Show appreciation for their loyalty with personalised thank you messages or rewards. Financial institutions and car companies, in particular, should take note.
- Get out of your age bubble: Marketers may inadvertently find themselves operating within an ‘age bubble,’ which can result in a disconnection in understanding the needs and motivations of older generations. Yes, data is king and client and agency leads may have a grey hair or two, but we’re a young industry and the teams need to bridge this gap by actively engaging with older consumers through focus groups, surveys, or by studying how other brands successfully connect with this demographic.
The importance of moving beyond one-size-fits-all
A major mistake marketers make is treating the over-50s as a single, undifferentiated group. Digital marketers now have access to tools like AI, behavioural data, and customer journey analytics that allow for highly tailored campaigns. By understanding customer behaviour, brands can optimise experiences, increasing satisfaction and reducing friction.
Featured image: Vitaly Gariev / Unsplash