Recruiting the Over-60s: Why It’s Time to Rethink the ‘Older Audience’

When it comes to recruiting participants aged 60 and over for market research, too often they’re grouped into one homogenous category: “60+”. But that single label simply doesn’t reflect the richness, diversity, or influence of this audience, especially not today.

As highlighted in this Research Live article, the recent launch of Silver Insights Generation (SIGn) is helping to shift the conversation. SIGn is an organisation that advocates for older generations to be better acknowledged and represented in research and analytics.

As the piece puts it:

“Older generations are often misrepresented or ignored in research and analytics. SIGn wants to challenge outdated assumptions and ensure these voices are better heard.”

The over-60s represent a vibrant, engaged, and highly valuable demographic so it’s high time our recruitment practices reflected that.

Shifting the Narrative on the Over-60s

Let’s start by challenging some outdated assumptions.

Today’s over-60s, especially Baby Boomers (born between 1946 and 1964), challenge traditional assumptions of ageing. Many are digitally savvy, highly active, and more than capable of navigating everything from smartphones to Zoom. In fact, 96% of Boomers are on Facebook, and people in their 70s often show the cognitive agility of someone 20 years younger.

Far from slowing down, this generation is thriving and more importantly, spending. Collectively, they control £11.29 trillion in global spending, with many retiring later or pursuing new careers and hobbies in later life. They’re financially influential and intellectually engaged, so why are they still so often overlooked in research?

Why Recruiting Over-60s Matters for Market Research

According to the 2021 UK census, 24.4% of the population (14.5 million people) were aged 60 years and over and that number is continuing to grow. Yet in market research, older adults are frequently underrepresented.

This gap doesn’t just skew insights it’s a missed opportunity.

Including participants aged 60+ offers a more representative picture of your customer base, but more than that, it means tapping into a group with lived experience, financial clout, and often a deeper level of reflection and insight. As this WARC article puts it, the older audience is advertising’s “missed opportunity for creative inclusion.”

And as the MRS Best Practice Guide on researching over-65s points out:

“We need to move away from age as a primary segmentation measure, and instead consider context, capability, and choice.”

At Angelfish, we believe this shift is essential. And when older adults do get the opportunity to take part in research, we’ve found they’re often some of the most engaged and thoughtful participants you’ll ever meet.

6 Tips for Recruiting Over-60s in Market Research

1. Start with the Right Recruitment Approach

Reaching over 60s starts with knowing where they are and how they prefer to engage. A thoughtful, blended recruitment strategy is key.

At Angelfish, we use a combination of:

• Facebook ads – With Baby Boomers still driving a significant portion of engagement, and 86% being active on the internet, targeted campaigns linked to our opt‑in community make a real impact.
• Refer-a-friend schemes – Current participants referring relatives or friends in the 60+ group bring in prevetted, highly engaged respondents.
• Trusted recruitment panels – Our opt‑in panel includes a wide range of older adults eager to take part.
• Interest-based online platforms – Niche forums and Facebook groups (e.g., gardening, local history) let us reach people interested in specific topics.

These channels help us build a varied, representative, and highly engaged pool of participants aged 60+.

2. Communicate Clearly and Frequently

This age group values transparency and trust. Be upfront about what’s involved in the study, how their data will be used, and what they can expect. Unlike younger generations, they may prefer a personal phone call or a follow-up email rather than an app notification or text.

3. Build Rapport from the Start

A friendly, personable approach goes a long way. Prioritise human connection over automation. A warm tone in your comms and a real person at the end of the phone can make a big difference in building confidence and trust.

4. Don’t Make Assumptions About Tech Skills

Many over-60s are active online, using Zoom, WhatsApp, and completing surveys with ease. That said, they may approach technology differently, so clear instructions and support are key. Don’t underestimate them just be ready to help if needed.

5. Be Mindful of Accessibility Needs

Simple adjustments can make a big impact. Use clear fonts, good colour contrast, and avoid unnecessary jargon. Be flexible with timings, offer alternative formats (like phone interviews), and be mindful of any hearing, sight, or mobility issues.

6. Show the Value of Their Voice

Older participants often appreciate knowing that their input truly matters. Let them know how their views will be used and thank them sincerely. You might be surprised how enthusiastic and engaged they become when they feel respected.

Voices from Our Over‑60s Community

What we hear most? “Make it clear, friendly, and worthwhile.”

Older adults consistently say that communication, rapport, and feeling valued are what transform their experience—and their level of engagement.

“Excellent communication… a very supportive and responsive experience.” – Roz
“Perfect communication every step of the way – tone of voice spot on.” – Jorj

It’s clear: personal connection isn’t optional it’s essential. And it’s something we prioritise at Angelfish.

Real-World Example: Recruiting for Just Group plc

We recently recruited 50 participants, focusing on those approaching or recently entering retirement, for diary tasks and in-depth testing. Our targeted campaigns and attentive fieldwork translated into high completion rates and rich, thoughtful feedback. Many participants told us how valued they felt, especially since older adults often feel excluded from this type of work.

Check out the full project showcase.

Final Thoughts

It's time to stop overlooking the over-60s in research. Not only do they provide excellent insights for market research, but they are also highly engaged.

At Angelfish, we specialise in recruiting participants from all walks of life, including older demographics. Whether you're planning a study involving Baby Boomers or simply want more representative insights, we'd love to help.

Let’s talk about recruiting real over-60s for your next market research project—confident, capable, and ready to share what matters.

Further reading:

• How we recruit high-quality participants
• Common market research recruitment mistakes (and how to avoid them)
• Focus group recruitment and the cost of living