The digital landscape has become increasingly focused on younger generations, especially Gen Z and Millennials. Social media platforms, such as Instagram, TikTok, and YouTube, are seen as the primary spaces where brands engage with potential customers.
However, this narrow focus has overlooked a key demographic: consumers over the age of 50. According to Meltwater’s Digital 2025 report, people over 50 control more than half of all consumer spending across major global economies, making them an important—and often overlooked—market for businesses.
While younger generations are more likely to be targeted by marketers, the 50+ demographic represents a major opportunity that is not being fully leveraged. SMEs can take advantage of this gap by tailoring their messages to appeal to the unique needs and desires of this age group. Understanding the behaviors and preferences of the 50+ consumer, especially in the digital realm, can help SMEs connect with this underserved market.
An overlooked powerhouse
Meltwater’s Digital 2025 highlights a significant shift in how older generations are engaging with digital platforms. Contrary to popular belief, individuals aged 50 and older are becoming more tech-savvy. They are spending more time on social media and increasingly using these platforms to learn about brands. With global social media user identities now surpassing 5.24 billion, and the typical user spending 2 hours and 21 minutes per day on social media, there’s an undeniable opportunity for SMEs to tap into this audience.
In particular, half of all adult social media users now visit these platforms with the intention of learning about brands. This behavior is especially noticeable on Instagram, where 62.3% of adult users research brands, followed by Facebook (52.5%) and TikTok (51.5%). This growing interest in brand discovery presents SMEs with a golden opportunity to target the 50+ market, whose purchasing power is often overlooked by big-budget marketers.
Key drivers for marketing
- A Shift in Digital Behavior
The stereotype that older adults aren’t tech-savvy is becoming outdated. As per Digital 2025, platforms like Instagram, Facebook, and TikTok are becoming increasingly popular among adults over 50. Older consumers are spending more time researching products on social media, which means that SMEs can focus their marketing efforts on creating engaging, informative, and relevant content that appeals to this demographic. - Financial Stability
Many in the 50+ age group are in the peak of their careers or enjoying the financial benefits of retirement. As a result, they tend to have higher disposable income, making them prime targets for premium products, services, and experiences. This shift towards financial stability gives SMEs an opportunity to offer high-quality, value-driven products that appeal to older consumers who seek comfort, quality, and durability. - Health and Wellness Focus
According to Digital 2025, health and wellness have become top priorities for consumers over 50. This demographic is particularly interested in products and services that enhance their overall well-being, from fitness gear to wellness retreats. SMEs in the health sector can seize this opportunity by offering products or services that cater to the health and longevity concerns of this group, such as nutritional supplements, home fitness solutions, or even mental health initiatives. - Desire for Continued Learning and Personal Growth
Many individuals in the 50+ demographic are looking for ways to continue learning and growing. As Digital 2025highlights, social media isn’t just a platform for entertainment—it’s increasingly used for work-related activities and educational content. SMEs can tap into this desire for growth by offering online courses, workshops, or even digital content related to hobbies, fitness, or personal development. - Value in Quality Over Trends
People over 50 are less likely to chase fleeting trends and are more interested in products that offer long-term value. Digital 2025 suggests that this group prefers products that are practical, durable, and designed to improve their daily lives. SMEs can appeal to this preference by focusing on the longevity and value of their products, especially in industries like home goods, wellness, and luxury items.
How SMEs can seize the opportunity
- Tailored Content and Messaging
To successfully engage with the 50+ demographic, SMEs should create content that resonates with their values and interests. This includes focusing on product benefits like durability, ease of use, and overall value. Rather than adopting a one-size-fits-all approach, brands should craft messages that specifically address the needs and desires of older consumers. Additionally, highlighting the value of the product and offering in-depth, educational content will help SMEs build trust with this audience. - Leverage the Right Platforms
While younger generations may dominate platforms like TikTok and Snapchat, Digital 2025 shows that older consumers are increasingly active on Facebook, Instagram, and YouTube. These platforms are ideal for reaching the 50+ audience. For example, 62.3% of adult Instagram users use the platform to research brands. By focusing marketing efforts on these platforms, SMEs can ensure that their content reaches the right audience at the right time. - Use Data-Driven Insights
As highlighted by Meltwater’s report, social media ad spend has grown significantly, with digital channels now accounting for more than 70% of global ad investment. For SMEs targeting the 50+ market, using data-driven insights can ensure that marketing efforts are effective. By analyzing consumer behavior on platforms like Instagram, Facebook, and TikTok, SMEs can create highly targeted campaigns that resonate with older adults. - Offer Exceptional Customer Service
Older consumers tend to value high-quality customer service. SMEs can stand out by offering personalized support, clear communication, and hassle-free returns. This will build trust and loyalty among the 50+ demographic, ensuring repeat business and positive reviews. - Make Your Website User-Friendly
While many younger consumers are familiar with complex digital interfaces, older consumers may find them frustrating or difficult to navigate. SMEs can optimize their websites by ensuring they are user-friendly, mobile-responsive, and simple to navigate. Clear calls to action and easy checkout processes will improve the overall shopping experience for older adults.
With digital ad spend now surpassing $790 billion globally and platforms like Instagram, Facebook, and TikTok leading the charge in brand discovery, there is a clear opportunity for SMEs to engage with the 50+ market. As Digital 2025highlights, this group controls a substantial share of consumer spending but is often underserved by marketers. By creating tailored content, leveraging the right platforms, and offering personalized experiences, SMEs can tap into this lucrative market and drive long-term success.
Data sourced from: https://www.meltwater.com/en/global-digital-trends
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