"Rel" and "bambik" are youthful words that will mean more to the children of the Silvers or their grandchildren than to them. So don't make a person with life experience "elo dude", but don't present him as an old man either. Actions and communication must be properly balanced so that it looks relatively natural.
The media image of Silvers often focuses on people who are sick and lack energy. The reality is very different, and boomers do not identify with this image. Let's look at two examples of communication to avoid that brings the desired results.
silvermarketing
In 2013, Taco Bell focused on referring to the rebellious behavior morocco telemarketing list of youth. The ad was supposed to be funny, but it turned out that the message was poorly received by the silver generation. For people over 50, the content of the brand's communication was exaggerated.
Much more successful was the project of the magazine "Vice", which in 2019 promoted a realistic image of the Silvers. A group of people over 50 practice parkour, but not competitively, but in accordance with their own abilities. The goal is to stay active and in good shape, but without trying to imitate much younger and physically fit people. Nevertheless, this initiative showed an authentic image of the Silvers, as active and full-fledged members of society.
Content Marketing for the Silver Generation
Silver generation people remember kiosks and printed press well. For the silver generation, written content is still important and that is where they look for valuable knowledge. Examples (case studies), articles, and even detailed product descriptions with practical applications are information that are important in building trust. Humor will also work in this case.
Television and radio – marketing aimed at people aged 50+
Modern youth may not even know what teletext is. It may not be a super popular communication channel, but there are many people who use this tool. Not only teletext, but television and radio in general are important communication channels with the silver generation. GUS data (2017) shows that people 60+ spend as much as 4 hours a day in front of the TV . Advertisements between their favorite news programs or series can provide high effectiveness.
Social media for silvers
Social media is not only a paradise for teenagers, but a convenient way to maintain contacts and relationships with friends and loved ones. Representatives of the silver generation are active in social media, and their favorite channel is Facebook (35%) and YouTube (24%). Silvers also use instant messengers - WhatsApp (33%) and Messenger (32%) - according to the report "Mature consumers in Poland" prepared by ARC Rynek.
