At Angelfish Fieldwork, we believe the best research starts with listening to real people. That’s why we ran a Pulse Survey with over 500 members of our community aged 60–85 to better understand their lives, views and spending habits.
This was born out of ongoing conversations in the research and advertising world around how older audiences are often underrepresented – and misrepresented – in mainstream narratives. Whether referred to as 55+, 60+, or the “silver generation,” one thing is becoming increasingly clear: this demographic is growing in size, influence and spending power – yet is still too often left out of the conversation.
Recent coverage by The Guardian highlights this issue, with the UK’s Advertising Standards Authority calling out adverts that portray older people in “offensive and outdated” ways – particularly by reducing them to lazy stereotypes or background characters. Meanwhile, Human8’s ‘Silver Renaissance’ campaign has pushed the industry to rethink what ageing really looks like today – and what it could look like in the future.
And the stats back it up: people aged 55 and over now make up 21% of the UK population, a figure that’s only set to rise in the next 10–20 years. Yet in our own research, only 25% of respondents felt fairly represented in advertising, while over 55% said they didn’t feel seen at all.
The reality painted by our survey told a different story to the stereotypes. This is a digitally connected, financially active and socially involved group. A full 90% use WhatsApp, 78% are on Facebook, and 65% spend regularly on holidays and hobbies. Far from being in decline, they’re thriving.
And because we’re a qualitative fieldwork agency (through and through), we wanted to go deeper. We spoke to two members of our Angelfish community – Elizabeth, aged 73 from London, and David, aged 70 from South Yorkshire – to get beneath the data and better understand the people behind the numbers.
In marketing and advertising, there’s a familiar figure: the silver-haired grandparent in a cardigan, baking cakes or reading bedtime stories. As Elizabeth, 73, from London put it:
“People like the comforting image of a grandparent.”
This character offers warmth, familiarity and reassurance – especially in uncertain times. But as Elizabeth pointed out, that image doesn’t reflect how she sees herself – or many of her peers.
“I’m 73 years old and have shoulder-length salt and pepper hair. I wear leather jackets, knee-length boots, and M&S jeggings.”
It’s a far cry from the “sensible shoes” stereotype we so often see in adverts. For Elizabeth, the issue isn’t about rejecting the comforting role entirely – it’s about pushing back against the idea that this is all there is. She wants to be seen as purposeful, opinionated, and still very much living life on her terms.
The problem with the grandparent trope is that it’s one-dimensional. While many are proud to support their families, reducing older people to this one role ignores everything else they bring to the table – their individuality, their independence, and their ambitions.
It’s not that the stereotype is offensive – it’s just incomplete.
David, from South Yorkshire, is 70 – but says he doesn’t feel it. He works two days a week as a delivery driver for a pharmacy company. For him, it’s not just about the money – it’s about staying active and connected.
“I could retire,” he told us, “but I feel like it’s good for me to get out there. It’s interaction, and it’s a talking point – you have a story to tell.”
He’s found real value in continuing to work part-time: it gives him purpose, structure, and a sense of connection with others. It’s a reminder that for many in the silver generation, work isn’t just a necessity – it’s something they choose, for reasons that go far beyond income.
David also reflected on how he started planning for later life early on, taking out a private pension in his twenties. But that doesn’t mean he sees this phase of life as a wind-down. Quite the opposite – he sees it as a chapter still full of possibility, activity and contribution.
He doesn’t fit into a neat definition of “retirement.” But then again – why should he? There’s no one way to age, and as David shows, purpose can look different for everyone.
In our survey, more than half of respondents said they didn’t feel fairly represented in advertising and media. So it was interesting to hear that both Elizabeth and David independently praised M&S – not for their offers, but for how the brand makes them feel.
Elizabeth described a past market research experience with M&S as “great,” while David appreciated that the brand “treats you like a human being, not just a person of a certain age.”
M&S hasn’t radically reinvented itself. What it’s done well is evolve – staying relevant without chasing trends, and showing a genuine understanding of who its customers are today. By using models across a range of age groups, the brand embraces multi-generational appeal, letting its identity grow with its audience.
In a landscape where older consumers are often either invisible or reduced to caricatures, this kind of respectful, reality-based representation stands out. It’s aspirational – not in a flashy, youth-focused way, but in a way that celebrates the richness of ageing without cliché.
One of the simplest – and most actionable – suggestions that came out of our conversations came from Elizabeth, who pointed out that being more inclusive doesn’t mean overhauling your entire approach.
“Just widen the brackets,” she said.
“Add five years. Then ten. That’s how it starts.”
And she’s right. So many research projects still use outdated age cut-offs – stopping at 50, 55, maybe 60 – based on assumptions about who’s relevant, reachable, or “tech-savvy” enough. But those assumptions are often wide of the mark.
Our own data shows that the over-60s in our community are digitally active, financially generous, and often play vital roles in their families and communities. Including them in research doesn’t mean doing something radical – it just means thinking more consciously.
And when you do, the insights you uncover are richer, more diverse, and far more reflective of the real world.
If there’s one message we hope this blog leaves you with, it’s this: aspiration doesn’t stop at 60.
For David, it’s about the freedom to work part-time and stay connected to his community. For Elizabeth, it’s about staying sharp, stylish and having something to say. For others, it might be travelling, learning, mentoring, or simply living life with purpose.
This generation isn’t ageing quietly. They’re ageing actively – and on their own terms.
Representation, in research and in media, should reflect that. Not in a tokenistic or trend-driven way, but in a way that sees older people as they truly are: diverse, curious, and full of life.
If you’re planning your next research project and your age bracket cuts off at 50, ask yourself: Why?
What voices might you be missing?
What could you uncover if you widened the lens, even just a little?
At Angelfish, we believe in the power of real stories and inclusive fieldwork. And if you’re curious to hear more from the silver generation – or want help reaching this vibrant, insightful audience – we’re always here to chat.
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