The Silver Marketing Association, a B2B membership organisation focused on reaching and influencing the mature market, has seen a significant surge in creative agencies joining its ranks over the past six months.
According to CEO, Debbie Marshall, the addition of five agencies in the past six months, with more expected to join, reflects the growing recognition of the importance of understanding and effectively targeting the mature consumer market.
Marshall emphasises that agencies are keen to enhance their teams’ expertise in this rapidly expanding and profitable sector, with a special focus on helping more junior members of their staff to better understand the demographic.
She explains that the business case for focusing on mature consumers is compelling, pointing to Kantar’s research stating that in the UK, 74% of domestic wealth is held by the over 50s and in the next two decades, the UK’s working population will shrink by 25%, whilst at the same time the population over 60 will grow to over 40%.
Marshall said: “The 50+ market isn’t just a segment – it’s an economic powerhouse that drives nearly half of global spending growth. In the UK and worldwide, the over 50’s are not just consumers with spending power; they’re the custodians of generational wealth, the architects of premium purchasing, and increasingly, the trendsetters of tomorrow. Ignore their preferences today, and you’ll miss the market of the future.”
The two most recent members to join the association are The Behaviours Agency, based in Manchester, and Bluesoup, which has offices in Devon and London.
Sue Benson, founder & CEO of The Behaviours Agency said: “We joined the Silver Marketing Association, so we have access to be part of a group of experts who are incredibly helpful and knowledgeable in this important area, and also the credibility that membership give us with our of clients who can see the potential in targeting the demographic.”
Steve Ticker, creative director of Bluesoup, added: “By leveraging The Silver Marketing Association and their wider communities expertise, we can confidently connect with an older audience in a way that is meaningful, human, relevant, engaging, unpatronising and ultimately it will help us and our clients gain better results for their brands.”
