At Angelfish Fieldwork, our Pulse Surveys aim to uncover authentic insights straight from real people in our market research community. For our June/July 2025 Pulse, we focused on a demographic that often feels overlooked or misrepresented: the over-60s.
Inspired by ongoing conversations in the industry around age representation (including this fantastic blog by Human8), we wanted to hear directly from the over-60s in our community. What are their views on how they’re portrayed in advertising? How do they spend their time, money, and energy? And crucially, do they feel seen?
Here’s what they told us.
Who We Asked
We heard from over 500 members of our Angelfish Opinions community aged 60-85. It’s important to note that because this was conducted digitally, our panel naturally leans towards individuals who are comfortable using technology. That said, their insights shine a light on a vibrant, diverse and often underappreciated age group.
(Full demographic breakdown available in the appendix.)
Key Findings
Over-60s Feel Stereotyped and Underrepresented
Unsurprisingly, when asked if they feel fairly represented in advertising and marketing, just 25% said yes, while 55% said no.
A common thread? Older people are tired of being defined by ageing alone.
"We are represented but usually for funeral plans, retirement homes and other ‘old’ things. A bit one foot in the grave representation."
"I see many TV adverts for river cruises, insurance etc. but when it comes to fashion, technology or food, only younger people seem to be used."
There’s also a sense that portrayals can be patronising, even when well-intentioned:
"Representation is better now but is still somewhat condescending and somewhat reflects more old-fashioned attitudes re our abilities."
And while some noted signs of progress, many feel that societal perceptions are 20 years behind where they should be.
They’re Tech-Savvy and Socially Connected
Far from being tech-averse, many in our survey use multiple digital tools in their daily lives. 90% use WhatsApp, 80% shop online, 78% are on Facebook, and 70% read news online.
They also stream content (BBC iPlayer, Netflix, Prime Video) and book holidays online – 67% said they do this regularly.
What this tells us: The outdated notion that over-60s are offline and out-of-touch simply doesn’t hold true for this community. While the digital nature of the survey may slightly skew towards more tech-savvy individuals, it still highlights a clear trend of growing online engagement.
They're Financially Active and Generous
Despite economic challenges, 65% of respondents said they have disposable income, with many spending it on holidays (65%), hobbies (56%), and home improvements (38.5%). Supporting family (28%) and charitable donations (16.5%) were also common priorities.
"Life is for living. I make the most of every minute and am currently enjoying my holiday in sunny Tenerife."
Yes, cost of living and retirement pressures are real. But this is a group that still values experiences, enjoyment, and giving back.
And for brands and marketers, this raises an important question: why ignore a demographic with significant spending power, time, and willingness to engage? Over-60s aren’t just willing to spend – they’re ready to invest in quality, value, and meaning.
They Play Vital Roles Within Their Families
Over 30% provide financial support to children or grandchildren, and 27% help with childcare. Of those, some offer 2-3 days a week so their children can work. Many do this alongside their own work or volunteering.
"My grandchildren are the best. They make me laugh and I would do anything for them."
These insights point to a generation that remains deeply involved in their families’ lives – not just passively, but as active supporters.
They're Optimistic and Purpose-Driven – But Not Naive
While 22% describe themselves as optimistic, and 53% say they feel “OK”, concerns about health, politics, finances, and the future are widespread.
Some are hopeful, drawing strength from family, faith, or hobbies:
"I work actively to maintain my health… I like to tackle new projects, DIY and crafting and learn new skills."
Others voiced more cautious or even pessimistic outlooks:
"I only have my state pension and am having to sell my marital home. Without more money I will not be able to survive."
But one thing is clear: over-60s are not one homogeneous group. They are diverse in lifestyle, mindset, and circumstances – and they want to be seen that way.
"People over 60 are so varied. It's difficult to evaluate a one-size-fits-all advertising style."
What This Means for Researchers and Brands
This Pulse Survey reinforces what many in the industry are starting to recognise: our perception of ageing is long overdue an update.
It’s time to stop treating the over-60s as a catch-all category or targeting them only with health or funeral products. They are:
- Tech users
- Carers
- Holiday-makers
- Volunteers
- Donors
- Workers
- Students
- Creators
They live full, vibrant lives – and they want the world to reflect that back.
Want to Connect With Real Over-60s in Your Research?
At Angelfish Fieldwork, we help brands get closer to real people – including older audiences that are often overlooked. Whether it's online communities, in-depth interviews or participant recruitment for your research project, we’re here to help.
Get in touch today to learn more.
Appendix: Who We Asked – Respondent Breakdown (%)
Gender: Female 67.6% · Male 32.4%
Country: England 88% · Scotland 5.5% · Wales 4.3% · Northern Ireland 2.1%
Ethnicity: White 93% · Mixed 2.4% · Asian 1.9% · Black 1.9% · Other 0.9%
Children: Yes 75.3% · No 24% · Prefer not to say 0.7%
Age Groups: 60–64: 37.2% · 65–74: 52.8% · 75+: 9.9%
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