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Understand this new silver generation to reach, connect, engage, serve and bind them to your brand, product & service.

From a grey tsunami to a silver reservoir!

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Do's & Don'ts for 50+ Marketing

The Silver Ones

Today, just not the half of the adult consumers in Belgium are 50+. About 7 out of 10 older dan 50 is a person in his fifty or sixty who doesn’t feel like a senior and doesn’t want to be addressed or treated that way.

It is the first generation in history that grew up with pop culture and a TV. At this moment about half of them is still working while the rest is enjoying la ‘vida señora’.

They feel like in their thirties with some extra years of experience. Despite a back or knee that occasionally opposes and a blood pressure that peaks, their happiness barometer is on nice weather.

The children leave the house, the mortgage is paid and from now on at the end of the month some money rests on their bank account. This is totally new for them. Living poor to die rich like their parents did, is no longer the adagio of people in their fifties and sixties now.

Although the social impact and the challenges that come with ageing are undeniable. On the other hand ageing offers both society and the economy a lot of opportunities. That’s why we prefer a silver reservoir to a grey tsunami.

This book tells the story of a new generation of people in their fifties and sixties and even in their seventies and introduces the reader to a new lifestyle which differs from those of his predecessors concerning consumer needs en expectations.

The Silver Ones – Do’s & dont’s voor 50+ marketing is a book that is indispensable for those who want to reach the baby boomer and the first members  of generation X with correct marketing and communication concepts.


Filip Lemaitre regularly shares on Linkedin ★Useful! 50+ consumer insights.
We share the best of this on a monthly basis in our newsletter.

Our clients

Clients like to work with us because of our expertise and insights in the 50+ consumer. We work for clients in various sectors from fashion to retail, food, media, hospitality, finance and insurance, HR, travel, sports, care, social profit, governments, ... Below you will find a selection of our clients.

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