The report addresses these demographic shifts and discusses the consequences of the reversing age structure. It highlights the need to pay attention to a group that has been historically overlooked in marketing and communication strategies: a large, affluent, and diverse demographic with favorable consumption patterns and unprecedented cultural behaviors for their age group.

It's time to recognize that there isn't a single model for aging. Being 50 (or gray-haired) does not equate to old age. We live in an era of inclusivity, which also requires changes in attitudes toward the 50+ market. Today, we build marketing strategies based on attitudes, behaviors, lifestyles, and aspirations rather than simple demographics, comments Mateusz Jaworowski, Account Director at Kantar Poland.

What do we know about marketing to people aged 50+? How can we reach clients who have been unseen, overlooked, and misunderstood, yet have great potential?

The 50+ demographic is like Millennials with deep pockets, or Gen Z with imagination, self-distance, and a unique sense of humor. Only a few identify as "silvers" or seniors. They are adults, often mature, but rarely old. Their needs, expectations, and aspirations differ greatly from those of older generations who lived half a century or even a decade ago.

Data clearly shows that the 50+ market is a growing and favorable one in terms of market patterns. However, it's also a market of paradoxes, where the oldest are using the youngest forms of media, and the youngest are tasked with creating jobs for the oldest. Moreover, for the first time in history, people in their fifties, sixties, and seventies are creators and participants in countercultures and pop culture, challenging aging and the concept of old age, says Agnieszka Becler, strategist and facilitator at Adres

How can we effectively conduct marketing activities aimed at the 50+ demographic? How should we tailor approaches, communication channels, and messages? How can we understand pro-aging efforts and integrate them into the overall marketing process within companies?

The latest report provides up-to-date knowledge, data, and insights to help plan for success in the 50+ market. The data is presented and analyzed for the 50+ group as a whole and broken down into three subgroups: 50-59, 60-69, and 70+ years. The report also includes content related to EU guidelines for the 50+ consumer group and aligns with local and international policies, including ESG priorities.

Selected Insights from the Report

There are many stereotypical beliefs about people aged 50+. They save money, limit their spending, seek the cheapest offers, aren't interested in new products, and don't shop online. However, this demographic is more likely than younger generations to believe that higher-quality products are worth paying more for (69% vs. 65% of the total population). People aged 50+ are open to new information and, more often than younger people, enjoy learning new things. In fact, they turn to the Internet for this purpose more frequently than the overall population (72% vs. 64%). While they shop online slightly less often than the general population (69% vs. 75%), this does not apply to those aged 50-59, who shop online just as frequently as the general Polish population (76% vs. 75%).

What Does the Report Include?

- Demographic changes

- Well-being and health

- Income, work, money

- Consumption across key market categories

- Deep-dive consumption insights for your category

- Shopping habits

- Images, patterns, and norms

- Advertising

- Media

- Recommendations

Data Sources

The report is based on data from the Target Group Index (TGI), demographic data from Poland, Europe, and the UN, cultural analysis, and a systemic approach.

Kantar is a leading global consulting firm specializing in data-driven analysis and insights. With operations in over 90 markets, Kantar offers comprehensive and unique knowledge of how people think, feel, and act, both globally and locally. By combining the deep expertise of its employees, data resources, established standards, and innovative analytical technologies, Kantar helps clients understand people and drive sustainable growth.

Adres is a company founded by researchers and strategists with expertise in creating and implementing advertising strategies, marketing research, and media research. The company excels in observing cultural and civilizational trends and applying this knowledge to the market and media usage patterns. Adres is the author of popular syndicated market reports and owns the automated consumer trends monitoring platform SMART, which allows for standardized analytical reports on hundreds of product categories. Learn more at www.adresmedia.pl.

Contact Information
Anna Wiater, Communications Office, Adres

a.wiater@windpr.pl

Agnieszka Becler, Strategist and Facilitator, Adres

agnieszka.becler@adresmedia.pl