Hong Kong – Affluent consumers aged between 55 and 70 are emerging as one of Hong Kong’s most influential spending groups, according to a new report by dentsu Hong Kong, challenging conventional assumptions about ageing and consumer behaviour.
The report, ‘Silver is the New Gold,’ found that nearly two million Hongkongers fall within the affluent silver generation, with an average of HK$6m in investible assets, making them one of the city’s largest and most financially empowered consumer segments.
According to the research, many in this demographic are entering a stage of greater financial independence and personal freedom, fuelling spending across sectors such as wellness, travel, luxury, lifestyle, experiences and civic participation.
Rather than fitting traditional perceptions of older consumers, the report found affluent silver consumers are increasingly active, digitally connected and seeking new experiences.
It identified five key behavioural shifts shaping the segment: a stronger focus on personal performance and self-improvement, an appetite for exploration, deeper social engagement, greater willingness to indulge, and a desire to contribute meaningfully to society.
Yee Ching Wong, Strategy Planning Director at dentsu Hong Kong, said the findings highlight a disconnect between how brands portray older consumers and how they actually live.
“Many brands are still marketing to an outdated idea of ageing. Older consumers are often overlooked or portrayed through stereotypes of dependency and decline, despite being highly active, connected and engaged in culture, travel and new experiences.”
The report suggests these changing behaviours present opportunities for brands across multiple industries, particularly those able to move beyond age-based stereotypes and instead develop products, services and experiences that align with the aspirations of the silver generation.
As Hong Kong’s population continues to age, dentsu argues that affluent silver consumers could become one of the market’s most significant growth segments, prompting brands to rethink where future consumer demand will come from.