Marketers…Make Way for Senior Millennials


I want to be just like my Dad when I get to his age. I often call him my Millennial Dad because he’s smart, active, eager to learn new things, connected and engaged with life here and in his native country…and has all the wisdom of an older soul to boot. Today’s Boomers (50-64) and Greatest Generation (65+) lead very active lifestyles, which got me thinking why aren’t brands advertising more to aging consumers who have lots of money and are prime targets for their products?

I have been in advertising for many years now and have worked across a variety of categories including automotive, fast food, financial services, insurance, cable, telecom, and CPG and the coveted marketing target has always been adults between the ages of 18-49. I think it’s time that changed. Yes, the 18-49 cohort represents the largest percentage of the population but the 50+ market is not only growing in size and influence, they also have more economic clout.

In Hispanic advertising, the 50+ population is especially overlooked and underserved in most categories despite representing a viable opportunity at 29% of the total Hispanic population. According to Nielsen’s recently published report The New American Vanguard,  “Latinos 50+ are 11 million strong and expected to reach 42 million by 2060.” The reality is that this population represents an incremental opportunity for most brands in terms of sales and revenues but no one is really talking to them.

This segment of the population has traditionally been portrayed as passive and stereotypical, instead of the very active and involved community members that they are. They are staying younger longer, living longer, working longer, traveling more, and leading healthier, busier lifestyles. My Dad recently attended my son’s swim meet with iPad in hand ready to take pictures and videos. He later posted them on his social media site and personally showed his co-workers. Talk about a cool generation and an awesome Abuelo! The negative stereotypes of sedentary, technophobic and inactive consumers needs to be thrown out the window yesteryear.  

I mean look at Antonio Banderas, María Elena Salinas, Johnny Depp, Ricardo Arjona, Barack Obama, Sandra Bullock, Brad Pitt - all over 50+, and all seemingly getting better with age. They are hipper and more youthful than ever and this is a trend that will only continue. Now is the time for advertisers to play a major role in the socialization of mature Hispanics while shaping attitudes and bringing a new meaning to aging.

With an average life expectancy of 84 for Latinos, and a tendency to be younger than their general market counterpart when their kids reach adulthood, life is still in full force and many are starting new pathways and enjoying life, perhaps even a little more now, eager to travel more and learn new things.

As a strategic planner I understand that Millennials and Generation Z are taking over the world, but 10 years ago, I would have never imagined the older population as such a youthful generation and how they are positively changing the concept of living in the “golden years.” Something to look forward to indeed!


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