In a study focused on the UK, US, China and Australia, Human8 said that 70% of older adults wanted brands to involve them in developing new products, and 58% of over-50s felt undervalued or ignored by brands.

Respondents also felt that they did not match typical descriptions of their generation ( 68%), while 93% felt that people should be understood as individuals rather than grouped by age.

Finally, 79% agreed that brands should co-create with people from all age groups, and 91% of over-50s felt that they did not allow age to define what they can or cannot do, with half of respondents seeing ageing as an opportunity for reinvention.

The findings are based on analysis of existing research and a survey in the UK, US and China with 900 consumers aged 50 and over, as well as conversational AI research and live interviews.

“The ‘silver generation’ are a large and diverse group of people and represent an unrealised opportunity for growth. As our research shows, there is an empathy gap between brands and over-50s. Closing that gap should be a priority,” says Paul Child, head of UK at Human8.

“Those brands who develop a deeper understanding of this audience, and the variety of different needs they have, will have a key competitive advantage.”