Three Reasons Why Marketers Shouldn't Overlook The Silver Generation

He doesn’t stay there, of course. In 1989’s Back to the Future Part II, Marty ends up traveling into his future -- to 2015 -- for more unlikely adventures before returning home.

Note that Marty pulls off a neat trick in these two movies (let’s ignore the less-inspired third continuation). He manages to travel across a span of six decades while consistently keeping his wits about him. He’s alert the entire time. He can tell the good guys from the bad guys. He retains his wit and humor. He’s nobody’s fool. Ultimately, he’s in charge.

Guess what? Marketers who treat their older audiences differently in the real world -- including those who have figuratively “time traveled” through many decades -- are making a mistake. Just because some consumers were rocking to Chuck Berry in 1955 doesn’t mean they won’t still be rocking to whoever tops the charts in 2025. They aren’t fading away, like the family members in the photograph Marty holds on to. In fact, by all indications I have seen, “silver” consumers make the best consumers.

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