Understanding Your Customer: Who Is the Silent Generation


People are living longer than ever.  Nearly 80% of the population now lives past the age of 65.  What does that have to do with apartments?  Well, we spend so much time talking about Millennials and trying to figure out what their needs and desires are that we have sort of ignored this huge opportunity with the Silent generation.

Who is the Silent generation? They were born between 1925 and 1945.  This generation is also known as Traditionalists and children of the Great Depression.  Because of what they experienced as young children, they have a very strong military connection.  They are patriotic, and in their minds conformity leads to success.

This leads us to the next point.  The Silent generation is and always has been okay with delayed gratification.  Doesn’t this sound like another generation we love to talk about?  And love to hate!  Believe it or not, Millennials connect most with the Silent generation.  They have similar beliefs and values.  Both generations need a sense of belonging.  They need to feel like they are part of something but also preserve a little privacy.  They both really value their stuff.  I will admit the need for “stuff” comes from two different places, and Millennials are definitely materialistic.  However, it is still relevant when determining how you are going to market to them and develop communities.

Think about marketing and advertising you see for the Silent generation.  How often do you see them with a nurse, or a walker, or just something that communicates age?

Like Millennials, the Silent generation is always battling stereotypes and negative connotations.  The last thing they want is to be perceived as being old, sick, or disabled.  They are active seniors, redefining what it means to age.  That means you have to redefine what is means to market to the 65+ crowd.

I have one final thought to leave you with.  The Silent generation was once financially conservative, but they are now willing to spend money on themselves.  They have a now or never attitude and are ready to splurge!  How are you aligning your marketing efforts with their buyer behavior so you can get a piece of that pie?

Misty Sanford
Social Insight Thought Leader
Renter’s Voice