At Acorn Marketing, we understand the values, behaviors, and communication preferences that shape this unique demographic. While they may be less tech-savvy, they are loyal, discerning consumers who respond best to clear messaging delivered through trusted channels like print, radio, and television. In this article, we’ll explore proven marketing strategies to connect with this generation effectively—while also considering the influence of their Baby Boomer children who often guide their decisions. Whether you’re marketing senior living, healthcare, or community services, we’ll help you build relationships with this generation of consumers and develop advertising that converts prospects into customers.
Rooted in Tradition and Resilience
This generation is determined, loyal, and respectful. Additionally, they have a strong work ethic, as many held physically demanding jobs and prioritized economic security and comfort. They sacrificed greatly during difficult times such as the Great Depression and World War II. Through these experiences, they learned the importance of togetherness and developed a strong sense of patriotism.
The Silent Generation is by far the most conservative generation. They are the least tech-savvy generation, stuck in their habits, and slower way of life, they often feel challenged by the ever-evolving world and its technological advancements. They prefer face-to-face interaction and communication, which makes adapting to new platforms and devices difficult.
Marketing to this generation can be challenging if relying solely on digital media. Traditional communication methods are more effective. They can become overwhelmed easily, so simple and clear messaging is key. Direct, no-frills communication resonates most with this demographic.
Traditional Media Still Win Trust
To effectively reach the Silent Generation, traditional media is key. Print, radio, and television remain their most trusted sources of information. Direct mail and printed materials—such as newsletters, product catalogs, and printed brochures—are especially powerful. This generation is the most likely to open, read, and respond to physical mail. While they may not engage with digital tools like QR codes, they are loyal to brands that make their lives easier and more dependable. For them, trust and reliability matter most—they’re looking for brands they can count on and build a lasting relationship with.
Community, Faith and Familiarity Matter
They hold strong family values, and community is extremely important to them. Many are active in church groups or local clubs, staying informed through word of mouth or printed materials such as bulletins and newsletters.
Digital Preferences, with Limits
Facebook is their most used social media platform, commonly used for keeping in touch with family and friends. Running targeted Facebook ads is a good way to reach the Silent Generation. They also spend considerable time watching TV, where they consume local and global news, game shows, classic reruns and movies. Radio, particularly talk stations, is another trusted medium used for listening to the news or enjoying the music they grew up with.
Although not naturally tech-savvy, many in this generation have learned to make video calls with their children or grandchildren. If technology significantly enhances their lives, they are willing to learn and adopt it. They text and email occasionally but only for specific, practical purposes.
Frugal by Nature
The Silent Generation tends to be frugal. They deeply understand the value of a dollar and are intentional with their spending. Brand loyalty only exists for those they grew up with. Shopping is seen as a task, not a pastime. They rarely shop via mobile devices and prefer in-person experiences. Although, when it comes to healthcare, their spending is significant. Aging comes with costs, and frequent appointments and checkups consume both time and money. On average, Americans spent 88% of their income after taxes in 2023. Members of the Silent Generation spent 108%, a sign of their limited income and ongoing medical costs.1 They avoid impulsive purchases and buy only what they need, often opting to save instead.
Don’t Forget About the Caregivers
The Silent Generation raised the Baby Boomers, who are now often trusted decision-makers for their aging parents. Therefore, when marketing to the Silent Generation, it’s important to also consider their Baby Boomer children—not just as caregivers, but as key influencers and purchasers acting on their behalf.
Make Readability and Clarity a Priority
When designing marketing materials for consumers 80 years old or older, accessibility and ease of understanding is paramount. Use larger font sizes (recommended at least 14–16 points for print) with high contrast between text and background—such as dark text on a light background—to ensure legibility. Avoid decorative fonts or overly busy layouts that can distract or confuse; and keep language respectful, but straightforward. Steer clear of jargon or slang, and break down information into easy-to-understand steps with clear calls to action. Whether you’re writing a brochure, Facebook ad, or content for a direct mail piece, every word and design choice should aim to promote understanding, and help the reader feel respected and informed—not overwhelmed.
Understanding the Silent Generation’s deeply rooted values, cautious spending habits, and strong preference for traditional communication channels is essential for earning their trust—and ultimately, their business. These individuals don’t make quick decisions; they need clarity, consistency, and credibility before taking action. At Acorn Marketing, we help companies navigate these nuances to craft thoughtful campaigns that resonate with each unique audience and those who influence their decisions.
How Acorn Marketing will help you connect with the Silent Generation:
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Craft clear, no-frills messaging that speaks to their values and avoids overwhelming language or design.
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Design effective direct mail campaigns and printed materials that feel personal and trustworthy—and actually get read.
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Leverage traditional media like print, radio, and television to meet them where they are most comfortable.
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Build long-term, relationship-focused campaigns that prioritize trust over quick conversions.
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Incorporate testimonials or guarantees to provide tangible proof of reliability.
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Create targeted Facebook posts and advertising campaigns that include meaningful, family-oriented content that resonates with them (and their children).
Reaching the Silent Generation takes more than just media placement—it takes patience, empathy, and strategy. Acorn Marketing is ready to help you connect with this loyal and influential audience in ways that move them to action while honoring the values they hold dear.
While it’s rare that a brand is aiming to reach consumers who are all of a single generation, and there’s more to targeting than simply understanding your audience’s age or stage of life, it’s all helpful when building out a marketing plan.
Take a look at the other blogs in our Generational Marketing Blog Series below:
Check back for additional generational marketing blogs publishing soon.
Source:
1. Elizabeth Renter, “Data: 2023 Spending by Generation,” NerdWallet, October 22, 2024.
