Adults Over Age 45 – Key Demographic for Advertisers

The buying power of adults over age 45 and their population size in the United States and across the world is huge! Although not represented in the media as much as younger demographics, this group should be high on the radar of advertisers.

Why Advertisers Should Care

• ✅ Significant Buying Power: Those over the age 45 are often considered the "wealthiest demographic." A study conducted by AARP found that adults age 50 and older control 70% of all disposable income in the United States.
• ✅ Higher Education and Wealth: This demographic is more likely to have more education and wealth, which can lead to more discretionary spending on items like luxury goods and services.
• ✅ Travel and Investment Capacity: Adults age 45 plus are better equipped to travel, purchase homes, and make retirement investments.
• ✅ Brand Loyalty: According to an AARP survey, 71% of people over age 50 are loyal to the brands they like and are more inclined to recommend brands to their friends and family.

Key Considerations for Advertisers

1. Diverse and Complex: People are diverse and complex, with a range of values, interests, and spending patterns.
2. Avoid Preconceptions: Marketers should steer clear of preconceptions and instead concentrate on comprehending the particular demands and preferences of this age group.
3. Long-term Relationships: Investing in advertising for this demographic can lead to not only immediate sales but also long-term customer relationships and loyalty.
4. Unique Needs and Preferences: By paying attention to the unique needs and preferences of adults over age 45, advertisers can tap into their significant buying power and build lifelong customers.