Generation X Meets Jones in 2024 and Beyond: Are We Ignoring the Over-50s and Sleepwalking Into a Demographic Cliff Edge?
Steve Moncrieff
Director | Strategy & Growth | Dairy, Drinks, Financial & Luxury Sectors | Market Innovation & Consumer Trends
Societies evolve in curious ways. One moment, refrigerators are hailed as life-changing innovations that improve our collective longevity; the next, smart devices are reconfiguring how we bank, shop, and socialise. These shifts once felt distant and gradual. Yet here we are, in a world where perpetual connectivity is non-negotiable, and every age group—whether under 30 or over 50—competes for relevance in a digital marketplace. In an effort to capture “cool” audiences, some brands devote their biggest budgets to social ads and influencer campaigns aimed at millennials and Gen Z. On the surface, this might appear logical: younger consumers are assumed to be tech-savvy and trend-driven. But recent demographic data points to an urgent question: are we neglecting a larger, more affluent segment—people aged over 50—and thus sleepwalking into a demographic cliff edge?
This concern has been building for quite some time. Back in the 1990s, when only around 45 million people were online (primarily via dial-up) and when companies like Amazon or eBay were little more than fledgling start-ups, I began to examine the so-called “grey” market. At that stage, it was astonishing to see consumers in their 40s and 50s grappling with the first BBC Acorn computers and fax machines. The default assumption was that these older segments—Generation X on the brink of 50 and Generation Jones entering their 60s—would be hesitant to embrace the digital future.
Yet the reality today is strikingly different. Many of these individuals not only spearheaded the rise of the internet in the 1990s but have since adapted through the dot-com crash, the smartphone revolution, and the emergence of social media. They laid the groundwork for modern digital culture, rendering the notion that they’re tech-averse as outdated as the dial-up tone itself.
Despite this, a persistent narrative claims that youth markets offer the only path to long-term brand success. This view has recently placed several high-profile organisations in an unofficial “hall of shame,” where shallow or tone-deaf marketing has exposed just how easy it is to alienate large swathes of potential buyers across multiple age brackets. We have seen sports retailers and airlines come under fire for their customer service shortfalls, while certain hospitality chains have faced swift backlash for implementing policies that seemed to overlook the needs of their broader consumer base. These public missteps have underscored a key takeaway: a narrow focus on one demographic often blindsides brands, causing them to dismiss feedback—or even outrage—from older consumers whose trust is not so easily regained.
Data from the Office for National Statistics (ONS) shows that nearly 24 million people in the UK will be aged 50 or older by the mid-2020s. Meanwhile, Age UK and other research bodies confirm that this group already holds the lion’s share of the nation’s disposable wealth. Crucially, they’re not merely interested in conservative, cautious purchases. Many have paid off most (if not all) of their mortgage, have grown-up children, and find themselves free to pursue interests and experiences that brands typically assume are the domain of younger markets. By ignoring them, businesses risk forfeiting significant revenue streams, especially in sectors like travel, leisure, technology, and lifestyle goods—precisely the areas where over-50s are happy to spend if they feel genuinely included.
It’s also a mistake to view this age group as automatically on the wrong side of the “digital divide.” According to Ofcom’s recent Adults’ Media Use and Attitudes reports, smartphone ownership among 60–70-year-olds exceeds 80%, and a growing proportion of those in their 70s regularly shop or bank online. The pandemic intensified e-commerce adoption, with older shoppers discovering the benefits of home delivery and price comparison websites. That’s not to suggest physical retail has no place; for many over-50s, the in-store experience remains highly valued, especially when customer service feels personal. Yet, when brands focus their attention solely on under-40 digital natives, they risk alienating this substantial consumer base that now moves fluidly between online and offline channels.
Plan for the next decade now
For brand strategists, the current moment is a valuable opportunity to recalibrate. Conduct focus groups or in-depth interviews with consumers aged 50+, asking where their needs, barriers, and desires intersect. Often, the insights will reveal a cohort eager not only to keep up with digital change but to invest significantly in healthcare, travel, culture, and lifelong learning. They want brands to celebrate their experience rather than dismiss them as “past it.” The results of such research frequently reshape product lines, campaigns, and after-sales services in unexpected—and highly profitable—ways.
It’s also worth noting that the over-50s increasingly form a vital part of the workforce. Findings from the Department for Work and Pensions indicate that employment rates among 65–69-year-olds have more than doubled in the last decade, albeit often in part-time roles. Many employers are coming to see these individuals as a hidden gem: they bring expertise, reliability, and a first-hand understanding of the older demographic. Leveraging their knowledge can sharpen marketing initiatives and reorient a brand’s approach to customer service. In some cases, older workers themselves become brand ambassadors, helping to fine-tune messaging and user experiences for their peers.
This is not to downplay the value of brand engagement with younger cohorts. It’s sensible—and necessary—to remain relevant for all generations. However, a balanced perspective is crucial. Viewing the over-50 population as digitally illiterate or uninterested in contemporary trends underestimates their proven adaptability and economic clout. When we take a wide-angle look at demographic shifts, it becomes evident that sidelining Generation X and Generation Jones leaves brands dangerously ill-prepared for a future in which the over-50s, living longer and seeking more fulfilling lifestyles, will drive a substantial portion of consumer spending.
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We face a palpable sense of urgency, but it need not become panic. Thoughtful, incremental changes can carry brands a long way towards being more inclusive. By refining digital interfaces to ensure they’re just as friendly for the 65-year-old as for the 25-year-old, by actively avoiding stereotypical or patronising narratives, and by weaving genuine empathy for older consumers into every marketing touchpoint, companies place themselves in a prime position to capture loyalty across all age ranges.
There is an instinctive urge to chase what’s new and shiny—be that immersive apps, cutting-edge social media platforms, or influencer partnerships targeting Gen Z. Yet the risk of overlooking the over-50 audience grows with each year. If businesses persist in doing so, they risk a quieter crisis: realising too late that a demographic with enormous spending power and brand loyalty has gradually walked away to competitors that welcomed them from the outset.
Brands that move now will be poised to thrive in an era where longevity, accumulated experience, and digital engagement unite in ways once unimaginable. Extending deeper respect, crafting well-rounded offers, and acknowledging the unique life stages of the over-50s are not just considerate moves; they are savvy business strategies. In doing so, organisations can step confidently into a marketplace in which all generations—young and old—feel seen, heard, and, most importantly, valued.
How should brands engage audiences, and thus sidestep the demographic cliff?
Conclusion: Avoiding the Cliff
The evidence is unequivocal: focusing too narrowly on under-35 consumers risks alienating an immense and steadily growing market that has both the means and motivation to spend. Generation X and Generation Jones drove many of the technological and cultural revolutions we take for granted today; they are far from being digital dinosaurs. Instead, they are savvy, active, and increasingly affluent.
Returning to our overarching question—“Are we still ignoring the over-50s while chasing the 30s, thus risking a demographic cliff edge?”—the truth is that many businesses remain slow to respond. But brands that invest in understanding, segmenting, and engaging this audience with genuine respect and relevance will find themselves on the winning side. By embracing the vitality, diversity, and resourcefulness of the over-50s, organisations can unlock remarkable growth and loyalty in the years ahead.
Remember, the fridge—once named as a major contributor to rising life expectancy—symbolises how a single innovation can reshape how we live. Today, smartphones and the internet are redefining every generation’s behaviours, including those well into their 50s, 60s, and beyond. Brands that leave older consumers on the sidelines do so at their peril. Those that welcome and empower them stand to flourish in an increasingly “ageless” marketplace and society.