Welcome to the latest edition of our Snapshot series. The Silver Economy has a big share of financial resources and is willing to spend it. Yet, older generations are often ignored. This report demonstrates their potential as a target group for companies from all industries and gives best practice examples of brands that get it right. The report is structured in three parts: The Non-Tech Myth - The Silver Surfers are well-connected and just as interested in new technologies and social networks as younger generations. Lifestyle & Leisure - Older generations spend their money on experiences and actively participate in the sharing economy, making them an interesting target for online services and platforms. Fashion & Role Models - In the Age of Agelessness, it’s not about aging gracefully anymore, but about ignoring the idea of age all together.

1. UNDERSTAND TODAY. SHAPE TOMORROW.
How Acting Your Age is becoming a meaningless phrase.
LHBS // SNAPSHOT: THE RICH SILVER ECONOMY
1
SNAPSHOT:
THE RICH SILVER
ECONOMY

2. UNDERSTAND TODAY. SHAPE TOMORROW.
Welcome to the latest Snapshot. In this edition, we will show how
companies and brands start to counteract the skewed perception of the
older generations.
They are not seen as just parents or grandparents anymore but rather as
cultural influencers that have a big share of financial resources and time at
their disposal. 50-somethings and older generations are an active part of
our societies and are a great potential target group for companies of all
industries.
This report is divided into three parts:
- The Non-Tech Myth - The Silver Surfers are well-connected
and just as interested in new technologies and social networks
as younger generations.
- Lifestyle & Leisure - Older generations spend their money on
experiences and actively participate in the sharing economy,
making them an interesting target for online services and
platforms.
- Fashion & Role Models - In the Age of Agelessness, it’s not
about aging gracefully anymore, but about ignoring the idea of
age all together.
ABOUT THE SNAPSHOT. This is a collection of inspirational
cases and signs related to the rich Silver Economy.
This Snapshot has been created with the help of LHBS Inspiration-
Hub. The LHBS Inspiration-Hub is a digital platform that brings
customized insights and inspiration to the heart of your
organization. It is a digital platform that tracks changes in people,
markets and technology.
LHBS Inspiration-Hub
INTRODUCTION
2
INTRO
DUCTION.
LHBS // SNAPSHOT: THE RICH SILVER ECONOMY

3. UNDERSTAND TODAY. SHAPE TOMORROW.Source: 3
LHBS // SNAPSHOT: THE RICH SILVER ECONOMY
Agencies, brands and companies are starting to
recognize the potential of older generations.
Compared to financially challenged Millennials, Baby
Boomers have more resources and willingness to
spend, which makes them a valuable, yet often
ignored, consumer segment to target. They are a rich
demographic and not afraid to spend, while yet being
underserved and offering opportunities for marketing
and design.
U.S. Disposable Income is under Control of
50-somethings
70%

4. CONTENT.
UNDERSTAND TODAY. SHAPE TOMORROW.
Socializing and Content in
the Digital Age
Lifestyle &
Leisure
Fashion & Role
Models
It’s not about Simplifying
Technology and Big
Buttons
The Non-Tech
Myth
4
Age of Agelessness:
Ignoring the Idea of
Age
LHBS // SNAPSHOT: THE RICH SILVER ECONOMY

5. THE NON-TECH MYTH
It’s not about Simplifying Technology and Big Buttons
UNDERSTAND TODAY. SHAPE TOMORROW. 5
LHBS // SNAPSHOT: THE RICH SILVER ECONOMY

6. UNDERSTAND TODAY. SHAPE TOMORROW.
IMPLICATIONS
6
THE NON-
TECH MYTH
Baby Boomers are technologically savvy and the
Internet of Things makes it easy to connect older
generations, keep them more active, informed, and
more independent than ever.
They neither need nor want simplified technologies
with huge buttons. The Silver Surfers are well-connected
and just as interested in new technologies and networks
as younger generations.
LHBS // SNAPSHOT: THE RICH SILVER ECONOMY

7. 45%
55%
of Baby Boomers
own a laptop
65% 60%
40%
of Baby Boomers
own a smartphone
54%
77%
23%
of Baby Boomers
own a Tablet
46%
THE NON-TECH MYTH
UNDERSTAND TODAY. SHAPE TOMORROW. 7Source: Internet Marketing
Baby Boomers’
Device Usage
LHBS // SNAPSHOT: THE RICH SILVER ECONOMY

8. UNDERSTAND TODAY. SHAPE TOMORROW.
40%
60%
of Baby Boomers use
social networking
sites
8
71%
Source: Marketing Profs
LHBS // SNAPSHOT: THE RICH SILVER ECONOMY THE NON-TECH MYTH

9. UNDERSTAND TODAY. SHAPE TOMORROW. 9UNDERSTAND TODAY. SHAPE TOMORROW.
Baby Boomers are well-connected:
Percentage of Baby Boomers that use Selected Social
Media Networks
Source: Statista
Facebook
LinkedIn
Pinterest
Twitter
Instagram
Tumblr 5%
11%
13%
24%
26%
64%
LHBS // SNAPSHOT: THE RICH SILVER ECONOMY THE NON-TECH MYTH

10. 45%
55%
of Baby Boomers
follow organizations
55% 60%
40%
of Baby Boomers
post and watch videos
40%
77%
23%
of Baby Boomers
join groups
23%
UNDERSTAND TODAY. SHAPE TOMORROW. 10
Baby Boomers
Are Active on Social Networks
Source: Marketing Profs
LHBS // SNAPSHOT: THE RICH SILVER ECONOMY THE NON-TECH MYTH

11. UNDERSTAND TODAY. SHAPE TOMORROW. 11UNDERSTAND TODAY. SHAPE TOMORROW.
63% 51% 40%44% 34%
Baby Boomers
Want to be Entertained when on Social Networks
Be
entertained
Watch funny
videos
Relax &
unwind
Stay up to
date with
latest news
See demos
on a topic
Entertainment Utility
Source: Think With Google
LHBS // SNAPSHOT: THE RICH SILVER ECONOMY THE NON-TECH MYTH

12. LIFESTYLE & LEISURE
Socializing and Content in the Digital Age
UNDERSTAND TODAY. SHAPE TOMORROW. 12
LHBS // SNAPSHOT: THE RICH SILVER ECONOMY

13. UNDERSTAND TODAY. SHAPE TOMORROW.
IMPLICATIONS
13
LIFESTYLE &
LEISURE:
Baby Boomers are not the isolated technophobes that are
often depicted in the media. They spend their money on
fun and experiences, as they actively participate in the
sharing economy, which makes them an interesting target
for online services and platforms. Services are cropping up
to make online social connection easier and more relevant
to Silver Surfers.
There are a lot of brands and platforms designed for the
youth that can easily be extended to fit the needs of older
generations as well. Silver Surfers want to socialize and
enjoy life just as much as other generations. That’s why
lifestyle content is increasingly relevant and first strides
are being made to meet that need.
LHBS // SNAPSHOT: THE RICH SILVER ECONOMY

14. UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Tinder for Grown-Ups
Stitch is a dating app that focuses on
companionship
Explore the Sign
19% of Baby Boomers admit to have tried
online dating at some point. However, on
platforms like Tinder, only 3% of users are in
this age range.
As social circles start to shrink, older people are
looking for an easy way to connect to others.
Stitch offers potential connections to more
than 25,000 people. Instead of putting an
emphasis on “hooking up”, Stitch focusses on
companionship.
It presents members with supposedly like-
minded people and lets them decide if they are
a match. It can be used for romantic match-
making, but also offers local group activities,
travel plans and a chat in the community forum.
14
LIFESTYLE & LEISURELHBS // SNAPSHOT: THE RICH SILVER ECONOMY

15. UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Roommate-Matching
Service for Boomers
An online platform aimed at matching Baby
Boomers and empty-nesters with roommates
Explore the Sign
The idea behind Silvernest is that many
boomers have to move due to reasons like
divorce, health or finances.
The platform helps homeowners to find suitable
roommates that rent rooms in their homes and
help with the financial burden.
The mission for the platform was to create a
seamless end-to-end experience, making all
steps really easy and including services like
automatic bank transfers for rental payments.
15
LHBS // SNAPSHOT: THE RICH SILVER ECONOMY LIFESTYLE & LEISURE

16. UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Parties for Grown-Ups
“Haven’t stopped dancing yet!” is a south
London club night
Explore the Sign
Nikki Spencer started “Haven’t Stopped
Dancing Yet!” in her 40s.
While twenty and thirty-somethings could pick
any club of the city and under 18s had underage
parties, there was no offer for middle-aged
party-lovers.
Spencer’s concept is simple: everyone is
welcome, the music is a mix of 70s and 80s soul,
funk and disco, and a choreographer leads a
couple of routines in the beginning to get
everyone into the mood.
16
LHBS // SNAPSHOT: THE RICH SILVER ECONOMY LIFESTYLE & LEISURE

17. UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Freebird Club Offers
Social Travel for 50+
The Freebird Club connects member guests
and hosts with like-minded travelers
Explore the Sign
The international social club can establish
friendship and additional income for people
over the age of 50.
Freebird Club's goal is to banish loneliness
among aging populations and to enrich its
members' lives with meaningful travel.
Travelers will stay at fellow club members'
houses and the hosts will provide
companionship and local knowledge.
Membership will be around €15 a year. Based in
Ireland, the company has plans to expand EU-
and world-wide.
17
LHBS // SNAPSHOT: THE RICH SILVER ECONOMY LIFESTYLE & LEISURE

18. UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Articles for
Contemporary 50-
Somethings
High50 was founded by Robert Campbell, an
entrepreneur who was fed up with
everything being aimed at young people
Explore the Sign
The online blog curates the best travel, health,
work, relationships and finance articles,
targeted at contemporary 50-somethings.
In their travel section they also offer flight and
hotel deals, working with selected partners to
find exclusive and interesting destinations and
places to see.
18
LHBS // SNAPSHOT: THE RICH SILVER ECONOMY LIFESTYLE & LEISURE

19. UNDERSTAND TODAY. SHAPE TOMORROW.
IMPLICATIONS
19
one Older generations like to connect to other people
just as much as younger generations. Match-making
apps designed especially for them and parties for like-
minded grown-ups are very popular.
two Sometimes Baby Boomers have special needs - e.g.
an empty nest after all kids have moved out or going on
holidays alone. Online offers fulfilling these needs are
highly relevant.
three Silver Surfers enjoy lifestyle content online. First
strides are being made in offering them relevant blogs
and news websites.
LHBS // SNAPSHOT: THE RICH SILVER ECONOMY LIFESTYLE & LEISURE
LEARNINGS:

20. FASHION & ROLE MODELS
Age of Agelessness: Ignoring the Idea of Age
UNDERSTAND TODAY. SHAPE TOMORROW. 20
LHBS // SNAPSHOT: THE RICH SILVER ECONOMY

21. UNDERSTAND TODAY. SHAPE TOMORROW.
IMPLICATIONS
21
FASHION &
ROLE MODELS:
LHBS // SNAPSHOT: THE RICH SILVER ECONOMY
With populations growing older and the Age of Agelessness,
demographics will consequently be reframed and
redefined. It’s not about aging gracefully anymore, but
about ignoring the idea of age all together.
Baby Boomers demonstrate increasingly youthful
attitudes and behaviors. Over 50’s are engaging in life as
actively as their younger counterparts, showing that actual
age and the perception of age are two different things.

22. UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Guardian’s Fashion For
All Ages Series
Older women are part of British daily
newspaper’s editorial fashion content
Explore the Sign
The Guardian’s Fashion section is simply
focussing on fashion for all ages, mixing younger
and mature models thus taking the first step to
widening the view of beauty.
Older models are not banned into an “elderly
fashion” section but are fully integrated into the
editorial.
22
FASHION & ROLE MODELSLHBS // SNAPSHOT: THE RICH SILVER ECONOMY

23. UNDERSTAND TODAY. SHAPE TOMORROW.Source:
A Fashion Blog for
Grownups
Alyson Walsh wants to celebrate women
(and men) of all ages online
Explore the Sign
Alison Walsh is a freelance journalist, former
magazine fashion editor and author of “Style
Forever: the Grown-Up Guide to Looking
Fabulous”.
Her blog “That’t not my Age” is all about women
aged 50 plus and contains style advice and tips.
Alison refers to her target audience as FABsters
or Generation Fab.
She wants to celebrate women (and men) of all
ages and believes that you don’t need to have
youth to have style.
23
LHBS // SNAPSHOT: THE RICH SILVER ECONOMY FASHION & ROLE MODELS

24. UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Models over 60
Fashion and beauty brands slowly start
tapping into silver economy and increasingly
feature models that are over 60
Explore the Sign
The most recent to join the trend is fashion
brand Céline, with a 80-year-old author Joan
Didion as the face of its newest campaign.
The label joined Saint Laurent featuring a 71-
year-old Joni Mitchell and Kate Spade, Alexis
Bittar with the 93-year-old style legend Iris
Apfel. Shortly after, L’Oréal announced signing
the 65-year-old Twiggy as its brand
ambassador, joining 69-year-old Helen Mirren.
24
LHBS // SNAPSHOT: THE RICH SILVER ECONOMY FASHION & ROLE MODELS

25. UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Gucci’s Cruise 17
Campaign
The latest Gucci campaign stars 79-year-old
British stage actress Vanessa Redgrave
Explore the Sign
The campaign is all about British romance and
set across the grounds and interior of English
property Chatsworth House.
Cruise 17 integrates stage icon Vanessa
Redgrave and her younger model colleagues
naturally, showing no difference in style
between the age groups.
This way, Gucci achieves to target the affluent
older segments without positioning itself as
“senior fashion”.
25
LHBS // SNAPSHOT: THE RICH SILVER ECONOMY FASHION & ROLE MODELS

26. UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Instagram’s Baddie
Baddie Winkle, the 87 year-old Instagram
Rebel
Explore the Sign
Helen van Winkle is 87 years old and enjoys
wearing floral dresses on some days, and
hyperrealistic Justin Bieber sweaters with
green rose-patterned leggings on others. This
“bad” side earned her Instagram fame under the
synonym Baddie Winkle.
She reached more than a million followers by
shunning the idea of age-appropriate dress
codes. Baddie Winkle has turned into a
celebrity who simply doesn’t like “old women
clothes”.
26
LHBS // SNAPSHOT: THE RICH SILVER ECONOMY FASHION & ROLE MODELS

27. UNDERSTAND TODAY. SHAPE TOMORROW.
IMPLICATIONS
27
one Companies can appeal to the desire of Baby
Boomers to stay young by including older generations in
their communication efforts without emphasizing age.
two Blogs, websites and social media accounts
especially created for Baby Boomers and older
generations appeal to their desire to be included and
are not designed for the “elderly” but focus on
agelessness and lifestyle.
three In the era of ‘staying younger longer’, Boomers
don’t want to be pigeonholed because of their age.
LHBS // SNAPSHOT: THE RICH SILVER ECONOMY FASHION & ROLE MODELS
LEARNINGS:

28. SUMMARY & LEARNINGS
UNDERSTAND TODAY. SHAPE TOMORROW. 28
LHBS // SNAPSHOT: THE RICH SILVER ECONOMY

29. UNDERSTAND TODAY. SHAPE TOMORROW.
IMPLICATIONS
29
SUMMARY: one Commercial success in the silver market comes by
selling products to older consumers without directly
presenting them as products for seniors.
two In the era of “staying younger longer”, Boomers
don’t want to be labeled because of their age.
three Baby Boomers and older generations like content
that focusses on agelessness and lifestyle instead of
content designed for the “elderly”.
LHBS // SNAPSHOT: THE RICH SILVER ECONOMY

30. UNDERSTAND TODAY. SHAPE TOMORROW.
Discover
ABOUT
LHBS. Define Develop Deliver
LHBS is a marketing & innovation firm with offices in Berlin &
Copenhagen. We work with legacy organisations to adapt their
customer value proposition to meet emerging customer
expectations. Together with our clients we discover business
opportunities and deliver integrated customer offers for products,
services, experiences and communication.
http://www.lhbs.com
ABOUT
UNDERSTAND TODAY. SHAPE TOMORROW. 30
LHBS // SNAPSHOT: THE RICH SILVER ECONOMY

31. UNDERSTAND TODAY. SHAPE TOMORROW.
INSPIRATION
-HUB
INSPIRATION-HUB
31
This Snapshots is powered by the LHBS Inspiration-Hub.
The LHBS Inspiration-Hub is a digital platform that brings
customized insights and inspiration to the heart of your
organization. It is a digital platform that tracks changes in people,
markets and technology.
https://inspiration-hub.com/
LHBS // SNAPSHOT: THE RICH SILVER ECONOMY

32. Die in dieser Präsentation dokumentierten Gedanken und Vorschläge sind geistiges Eigentum der
LHBS Consulting Berlin GmbH und unterliegen den geltenden Urhebergesetzen. Die unauthorisierte Nutzung,
die ganze oder teilweise Vervielfältigung sowie jede Weitergabe an Dritte ist nicht gestattet.
LHBS Consulting Berlin GmbH
Köpenicker Straße 154
10997 Berlin Germany
IMPRINT
UNDERSTAND TODAY. SHAPE TOMORROW.
www.lhbs.com
THANK YOU
32
LHBS // SNAPSHOT: THE RICH SILVER ECONOMY