Buying Alone Is Not Good for Elders

The average age of the European population is constantly increasing, with significant economic and social effects. In 2021, over 20% of the European Union population was over 65, a share expected to rise to 30% by 2050. This phenomenon is particularly evident in Italy, where over-65s represent 24% of the population, making it the third oldest country in the world. Furthermore, the aging of society is also changing the family structure, with a significant increase in single-person households, especially among the over-65s.

The progressive aging of society is not just a demographic issue: it has direct implications on market trends and social cohesion, posing new challenges for businesses and institutions. In this context, the Silver Economy is becoming a significant economic driver, with its own peculiar market dynamic and the growing need for an offer that responds to the specific needs a population of senior citizens. The consumption choices of the elderly are influenced not only by rational factors and functional elements, but also by social, emotional and identity needs.

A relevant aspect is represented by the economic, cognitive and technological barriers that can limit access to services and products for this segment of the population. Economic difficulties can reduce purchasing power and limit the ability to meet essential needs, while cognitive and technological barriers can make it difficult to use digital platforms and automated services. These obstacles, if not addressed, generate the concrete risk of social exclusion and marginalization, creating disparities in opportunities for participation in markets. Companies can play a strategic role in developing solutions that improve accessibility and user experience, through more intuitive interfaces, personalized support and targeted offers.

The increase in the number of people over 65 who live alone reflects a profound transformation in family and social dynamics. The lack of daily relationships and support networks can translate into a sense of loneliness that not only affects psychological wellbeing, but also consumer habits. Consumer choices in old age respond to a logic that goes beyond the simple functionality of products. For many, the purchase of goods and services is not only a response to practical needs, but takes on a strong emotional and social value. Consumption can become a way to maintain a sense of continuity with the past and to strengthen the bond with one's own personal identity and social context. The search for shared experiences and moments of sociability through consumption reflects the need for belonging and social interaction. In this sense, market participation takes on a collective dimension: consumption is not just an economic act, but a form of participation in social life.

Companies that are able to intercept these needs can not only generate competitive advantage, but also contribute to social cohesion. To respond effectively to these new dynamics, operators should adopt truly inclusive marketing choices.

A first fundamental step concerns communication. The marginalization of over-65s in advertising messages, for example, contributes to reinforcing stereotypes of fragility and passivity, limiting their active participation in consumption. Portraying the elderly as protagonists, highlighting their role in society, can help change social perception and make the market more inclusive and dynamic. A narrative is therefore needed that acknowledges the elderly as aware and participating consumers.

At the same time, it is necessary to intervene on product offering. It is not just a matter of adapting existing products and services, but of thinking and developing solutions that simultaneously promote independence and participation. Creating dedicated spaces in points of sale, organizing social activities (such as local events, workshops or interest groups), investing in relational proximity in retail, and building opportunities for direct interaction are tools that can transform the moment of purchase and consumption into an experience of connection and belonging. In this perspective, to effectively involve the Silver segment, companies should focus on an experience that fosters sociability and sense of belonging, overcoming the purely transactional logic of consumption. In fact, seniors are looking for opportunities to connect with other people and feel part of a community. The social dimension of consumption is essential to combat isolation.

Integrating empathy and inclusion in marketing is not only a lever to create lasting customer relationships, but also a question of social responsibility.