Knowledge
How to talk to consumers over 50 and what not to do. Expert pieces, talk transcripts and guides based on data, not on beliefs about what “seniors are like”.
How Western brands talk to people aged 50+
Women aged 60+ are 1.2 percent of women in ads, and yet in 2025 a few brands showed it can be done without the walking stick. Plus greywashing, and where Poland stands.
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Longevity: years in good health, not youth
L'Oréal, Nestlé and Centrum are now selling a longer life in good health. What lies behind it, what it is worth and what brands are learning about the 50+ consumer along the way.
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Grandpa with a cane does not exist
The stock photo stereotype versus data from Statistics Poland and IQS: work, banking, online shopping and the brands that 50+ consumers are not attached to at all.
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Which brands reach people aged 55+
Sotrender's ranking for 2024: who shows ads most often to people over 55 in Poland, who really talks to them and why an impression is not the same as being valued.
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Silver influencers
The largest group on Polish social media does not see itself in ads, but it does trust its peers. What that means for brands and how to start working with a 50+ creator.
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Why something always ails people aged 50+ in advertising
It is not malice on the industry's part. The image of the fifty-year-old as a patient is made at a specific point in the process: in the brief, at the casting and in the choice of the language of benefit.
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Purchasing power of the 50+ generation in Poland: where PLN 30 billion a month comes from
A calculation on two Statistics Poland figures for 2025: 14.9 million people times PLN 2,015. Why we recalculated the figure from the I Love Marketing stage, what this group buys and what sources outside Silver TV confirm.
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Five myths about the 50+ consumer that cost brands money
That they have no money, don't shop online, don't switch brands, and that in an ad something must be wrong with them. Each of these myths can be knocked down with one number.
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YOLD, Silver, Senior: three generations within one 50+ group
The gap between a fifty-year-old and an eighty-year-old is wider than between a twenty-year-old and a forty-year-old. Three segments, three ways of speaking to them.
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What silver marketing is and why it is not about age
Definition, scope and limits of the term. Why segmentation by year of birth is the costliest shortcut in this category, and what works instead.
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Datasets with the publisher, period and measurement method stated.