Suddenly Seventy
Living Well, Laughing Hard, Aging Boldly
By: Janet Davidson
The $9 Trillion Opportunity: Why the 50+ Market is the Most Underrated Audience in America
Forget what you’ve heard—aging isn’t a slowdown. It’s a spending spree.
Americans aged 50 and over now control more than 70% of disposable income and account for over $9 trillion in annual economic activity. Yet most brands still target 18–34-year-olds, chasing “cool” while ignoring “cash.”
Here’s the problem:
• Only 5% of advertising is aimed at people over 50.
• This group is outspending younger consumers in nearly every category: travel, real estate, wellness, luxury
•They aren’t brand loyal out of habit—they’re loyal to brands that respect their intelligence.
Quick Facts:
• Boomers buy 66% of new cars and 51% of groceries, yet rarely see themselves in marketing.
• They're the fastest-growing segment of online shoppers.
• Over 90% of them say they'd switch brands if they felt overlooked or disrespected.
Why You Should Care:
Ignoring the 50+ market isn’t just ageist. It’s bad business.
What You Can Do:
• Audit your messaging—does it assume youth = relevance?
• Fix your UX—font sizes, contrast, simplicity matter.
• Tell better stories—Boomers love brands that make them feel seen, not sold to.
Want to tap into the most underutilized market in America? Let’s talk.
â– Book a discovery call