The Silver Economy: Why Brands Underestimate 35.6 Million Russians Aged 55+
35.6 million Russians over 60 account for 21% of consumer spending, but brands spend only 5–10% of their marketing budgets on them, according to a study by Realweb.
There are 35.6 million people over the age of 60 living in Russia — 24.4% of the country's population — and they account for about 21% of all consumer spending by Russians. These figures come from the agency Realweb in its study of the "silver economy." Despite this scale, brands spend only 5–10% of their marketing budgets on communicating with the 55+ generation.
The imbalance is amplified by the pace of the market's aging. By 2030, one in six people in the world will be over 60, and in Russia the share of this audience will exceed 25%. By 2050, people of pension and pre-pension age will account for 39% of global GDP.
How Does the Older Generation Spend?
The consumer behavior of the 55+ audience differs from that of younger people. Older people make impulse purchases less often and are more likely to choose quality, reliability, and long-term value. The priorities of baby boomers include retirement savings, housing, and health.
The figures confirm the shift:
- Russians aged 65+ doubled their health spending in 2024;
- this group's spending on groceries grew by 47%.
How Digitized Is the 55+ Audience?
Marketers' bet on the "offline" nature of the older generation is misplaced, the study suggests. Digital reach is growing fastest precisely among older groups: 73% of people of pension age use the internet regularly.
Moreover:
- over 50% of users aged 65+ make online purchases every week;
- the highest average order value on marketplaces comes from the 51–60 age group;
- small blogs run by older authors show an engagement rate of 15.2% — nearly 12 times higher than that of bloggers with millions of followers.
The last figure is especially important for influencer marketing: silver-age microbloggers deliver engagement that large accounts simply cannot achieve.
Why Are Brands Losing This Audience?
More than half of the 55+ group believe that companies ignore them. Another 48% do not feel that brands understand their needs. The reason, according to Realweb, lies in outdated advertising imagery: older people are still often portrayed through the lens of frailty and dependence.
Members of this generation themselves want to see more realistic and active life scenarios in advertising. The very notion of older age is changing too: people work longer, exercise, travel, learn new skills, and increasingly refuse to see age as a limitation.
What Does This Mean for the Market?
The 55+ audience is gradually turning from an "age niche" into a significant force in the consumer market. The gap between its economic weight — 21% of consumer spending — and its 5–10% share of marketing budgets creates an open position for brands. Companies that are the first to abandon stereotypical imagery and start speaking the silver generation's language will gain access to an affluent and loyal audience with the highest average order value on marketplaces.
Source: AdIndex
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