Glossary
One term, one page, the definition in the first sentence. No long-winded introductions, so that it can be quoted in a presentation, in a brief and in an AI assistant's answer.
Longevity economy
The economy of longer lives: how it differs from the silver economy and what figures the 2026 reports give.
Silver shopper
A retail customer aged 60+: one in four złoty in FMCG, smaller baskets, more trips and fewer visits to discount stores.
Silver influencer
A creator over fifty who talks to their peers, in the largest age group on Polish social media.
Ageism in advertising
Absence or caricature: the two forms of ageism in advertising, and how audiences themselves see them according to the 2025 ASA study.
Silver marketing
Communication aimed at consumers aged 50+, based on needs and channels rather than on age alone. What it is and what it is not.
YOLD
The youngest part of the 50+ group: in work, the most affluent, and rarely recognising themselves in ads “for seniors”.
Silver economy
All economic activity related to the needs of people over 50: from health and finance to tourism, housing and technology.