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In the Press: INC MAGAZINE

Navigating the Silver Tsunami: Adapting Marketing and PR Strategies for Shifting Generations

The U.S. population is getting older. You need to change your marketing strategy accordingly.

We need to talk about the silver tsunami in the United States. This isn’t about the latest fad for hair color–though it may help explain why silver is trending. Instead, the term refers to the more than four million Americans who are turning 65 this year alone. By 2050, the projected number of Americans ages 65 and over is expected to increase to 82 million. That means their share of the total population will rise from 17 percent to 23 percent.

The silver tsunami indicates a big shift. It’s a massive Boomer demographic wave with a powerful Gen Z undertow. In other words, as millions of Americans are reaching retirement age, there’s also a huge influx of young professionals entering the workforce. In fact, this year, Gen Z is set to overtake Boomers in full-time roles.

With Boomers retiring, younger generations not only have more jobs to choose from, but they also have more opportunities to move upward. According to LinkedIn, a staggering number of professionals switch industries, roles, or companies every four years. For example, more than half of all retail workers plan to look for a new job in 2024. This collective openness to change alongside more senior-level job openings is manifesting in the rise of new leaders and decision-makers.

It’s Time to Get Personal

There’s something else about Gen Z (and the internet) that’s changing the way marketing and PR professionals connect with audiences:

Gen Z isn’t as impressed by an impersonal, one-size-fits all marketing approach. And other generations? They respond increasingly well to customized messaging and personalization, too.

Hana Cha, a real estate advisor, often consults developers on marketing strategy. She regularly emphasizes the importance of personalization. As she told me, “We’re seeing real-time pivots happening more often than before with both marketing plans and general process. Personalized services and resonating connections are the most powerful tools in effective marketing strategies today.”

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