Meet the Silvers
Older generations are set to outgrow younger ones
Across the globe we are not only living longer, with decreasing birth rates, the size and proportion of older adults is set to outgrow youngers ones. In the US, 37% of the population is currently aged 50 or older, projected to rise to 42% by 2050. In China, this figure jumps from 38% to 62%. In Europe, it is expected to grow from 44% to 50% by mid-century. This growing generational cohort is often referred to as the 'Silver Generation', a diverse, dynamic and influential group aged 50 and up.
But what unites the Silver Generation isn’t age. What connects them is a shared experience of life transitions, shifting priorities and growing influence. They are redefining what it means to age. Each in their own way, at their own pace.
China Silver population
2025
2050 projection
EU Silver population
2025
2050 projection
US Silver population
2025
2050 projection
Source: World Bank Global Data Population estimates and projections EU incl. France, Germany, Italy, Spain and UK
Beyond age alone
Treating everyone over 50 as one homogeneous audience is not only inaccurate, but also a missed opportunity. After all, we wouldn’t group together 10-year-olds and 40-year-olds, so why do we do it with 50-year-olds and 80-year-olds? In fact, our research shows how 63% dislike being generalised into a ‘generation’. 68% feel generation labels don’t reflect who they are and 88% believe people should be understood as individuals, not grouped by age.
% of Silvers who dislike being generalised into a ‘generation’.
of China Silvers
of UK Silvers
of US Silvers
CASE
AIC
Boomer is ok
Singapore
With this campaign AIC wants to break age stereotypes, showing that there is no limit to ageing. The video features five inspiring seniors running a route that spells out “BOOMER IS OK”, a response to the “OK Boomer” phrase often used to dismiss them.
We need a more nuanced approach
As part of our research, we set out to understand what truly defines this group, what drives them, what matters to them.
We identified five distinct personas that bring their diversity to life and we found that what marks them is anything but driven by age. Using the data in the back, we turned these into AI avatars to better immerse ourselves in their worlds.
Each story is different. But they all share one thing: they’re redefining what it means to age. For them, it’s about living life on their own terms.
Five Silver personas
The Vibrant Visionary
“I’m just getting started and I want to make it count.”
Nicole, 69, is a wellness coach in Austin, Texas. She lives by herself but stays closely connected to her nearby family. Financially secure and full of energy, she’s always exploring new ideas, from launching a podcast to mentoring younger women. Nicole embraces aging as a launchpad. Needs: Innovative, forward-thinking experiences that support her reinvention.
The Energised Explorer
“I’m not done, there’s still so much I want to try.”
Jin, 59, a full-time product designer living in a multigenerational household in Shanghai. He thrives on learning new skills and enjoys being first to try new tech. He leads an active lifestyle and is excited about what’s ahead. While independent in many ways, he relies on the support of his family for some daily routines, something he sees not as limiting, but as part of a shared way of living. Needs: Tools that fuel learning, innovation and self-expression.
The Ambitious Adapter
“Aging is tough, but it’s not the end of the story.”
Helen, 81, retired school secretary living alone in Leeds after her losing her partner a few years ago. Though daily tasks can be physically challenging, she’s hungry for new experiences. She recently joined a community book club and attends creative workshops. She feels isolated at times, but believes strongly in reinventing herself. Needs: Accessible, inclusive products and services.
The Grounded Realist
“I do what I can, one day at a time.”
Ronald, 74, lives alone in Liverpool on a limited pension. A former mechanic, he now faces daily struggles with chronic health issues and mobility. While ageing has brought limits, Ronald remains proud of his independence and appreciates small routines. He’s not chasing reinvention, but he does value products and services help him manage day-to-day life with dignity. Needs: Accessible, no-fuss support that restores ease and a sense of control.
The Content Traditionalist
“I’m happy with how life is, no need to reinvent the wheel.”
Margaret, 78, lives in a small town in Ohio and enjoys a quiet, familiar rhythm—crossword puzzles, baking, and Sunday calls with her grandkids. She’s not looking to take on new hobbies or challenge the status quo. For Margaret, aging means slowing down a bit and appreciating what’s already good in life. Needs: Reliable, straightforward solutions that support ease without demanding change
of Silvers believe age is just a number...
Redefining age on their own terms
What unites the Silver Generation is not their age, but the way they actively redefine what ageing means. 85% reject the idea that age should dictate what they can or cannot do and 90% believe that age is just a number, it’s their mindset that defines who they are and how they live. For them, age is not a limit, but a lens that sharpens their sense of purpose, identity and possibility. Ageing is no longer synonymous with slowing down. Instead, it’s increasingly seen as a stage of growth, reinvention and self-determination - a time to explore new ambitions, embrace change and shape what comes next on their own terms.