How is the Silver Generation changing the modern market?

The silver generation increasingly makes its presence felt in developed countries through its numbers. According to the data, in 2020, it will be 25.6% of the Polish population, and by 2050 this number will be 13.7 million. Today, however, people over 50 are breaking away from the associations that the word “senior” carries. They want to know what is happening in the world, use modern technology, spend their leisure time interestingly, and actively learn new things.
How does the Silver Generation influence the world? What trends are they setting?

Who are the Silvers?

 
The silver generation is mostly the Baby Boomers and older representatives of Generation X. They have already paid off their loans and reared their children. They have a lot of free time a stable financial situation and, despite their age, still feel young. This is confirmed by research conducted by integrated marketing agency Communication Unlimited and Atena Research & Consulting, according to which people over 50:

•  feel significantly younger by an average of 11 years;
•  are still working and engaged in their professional lives, 51% of them remain employed;
•  are financially stable, as indicated by 68%;
•  they are focused on themselves, 93% consider time for themselves important.

As this group’s numbers continue to grow, it will have an increasing impact on the economy.

Tourism

 
Silver Tourism’s market was valued at $1,720.1 billion in 2024 and is forecast to grow by about 7% in the coming years. Wellness and pro-health tours are the most popular. Because of putting health first, seniors choose destinations offering spas, treatments or activities tailored to their age group. What’s more, Slow Tourism, or travel to less popular, tranquil destinations that offer authentic experiences with extended stays to explore an area as thoroughly as possible, is growing in popularity among seniors.

In Poland, people aged 50-70 also travel more and more. They are aware of and eager to visit new locations, with only one in four respondents declaring that they visit the same place yearly. 83% of respondents go on vacation once a year, and more than half already do it more often, choosing not only domestic destinations. Most organize trips independently, with only the wealthiest seniors opting for travel agencies.

In addition, according to a report commissioned by Exceptional Gift, one of the most popular dreams of people over 50 is to travel to a dream destination.

E-commerce

 
The Silver Generation is an increasingly technology-conscious group that is becoming more and more daring in taking advantage of given opportunities. Already, one in three people over 50 buys online, spending about PLN 656 on online shopping, which is PLN 83 more than the national average. This money is usually spent on shoes, medicines, tickets and electronics/appliances. The situation is different with purchases of clothing, home furnishings, cosmetics or phones, where the Silver Generation spends less than younger consumers. Customers over 50 tend to shop using laptops and cell phones. They like clear websites, an easy ordering process and fast-loading pages. In contrast, they tended to cite persistent ads, costs and delivery times as problematic.

Although Silvers are quick to convert to e-commerce, they rarely choose to make spontaneous purchases. As a habit of thoughtful and rational shopping, the Silver Generation analyzes product rankings, reviews from other customers, and checks return and exchange options, making sure everything meets requirements.

Entertainment and leisure

 
The lengthening lifespan means that physical and intellectual activities are also lengthening, and people remain full of energy and appetite for new experiences. It is estimated that 56% of Silvers have access to the Internet, and 30% of them go online without any problems. They can spend up to 4 hours online – they have social media accounts, use online banking and know about dating sites. What’s more, they don’t identify with the stereotypical image of a senior citizen.

Granfluencers

 
The image of people 50+ is slowly transforming. Until recently, seniors appearing in advertising campaigns were usually extras or portrayed stereotypically. In Poland, this trend was reversed by the BOHOBOCO brand inviting 80+ actress and model Helena Norowicz to its campaign, thus beginning the era of so-called oldvertising in Poland.
Today, global brands are eager to create campaigns featuring models from the silver generation, showing that maturity can be associated with beauty and aesthetics.

Also, in Social Media Silvers are developing dynamically, they are no longer just present there. Representatives of this group have become Granfluencers, i.e. influencers aged 50+, who gather thousands of followers and build engaged communities. According to the “Influence Marketing Trends 2023” report published by Marketing Dive, influencers from the silver generation achieve higher engagement rates than younger creators.
An example of a Polish granfluencer is Jan Adamski, who blogs about classic men’s elegance and is active on Instagram. Internationally, Helen Ruth Elam is known as Baddie Winkle, and she has gained popularity for her colorful style and positive approach to life.

Streaming platforms

 
Until a few years ago, traditional television was the primary source of entertainment for the elderly in Poland. In 2024, statistically, it was a little over 4 hours a day, a slight decrease compared to previous years. Nevertheless, the popularity of streaming platforms among seniors is growing. According to Santander Consumer Bank’s 2025 “E-commerce Experience” report, 86% of Poles use streaming services as a subscription form. Other studies show that one in five seniors already say they use the platforms, usually Netflix.

A report prepared by IQS on behalf of SilverTV and LifeTube shows that among Internet users 50+, up to 80% regularly watch online video content, and 46% do so daily. The most popular platforms are YouTube (77%), Facebook (65%) and news portals (46%). Silvers usually consume news, educational and instructional videos, and music. In addition, 46% of respondents said that time spent online increases at the expense of time spent in front of the TV. Unfortunately, there is still not enough material dedicated to this age group online, as confirmed by more than half of the respondents.

Summary

 
Silver Generation is changing the image of the stereotypical senior citizen, demonstrating the consumer potential of a growing social group. From online presence to leisure activities and generating demand for entirely new services, people over 50 are making a more substantial presence.
Companies that want to grow consciously should start treating Silvers as an essential audience and courting their loyalty and trust in their brand.