Marketing to the over 65s: Smart Visual Strategies for SMBs

In the UK, consumers aged 65-80 represent one of the most influential and financially powerful demographics. People aged over 65+ account for the majority of consumer spending in Britain, fuelling growth across key sectors such as travel, health, and culture.

Yet, our VisualGPS research shows that people over 65+ are the least represented age group in UK marketing. Age-related stereotypes are still widespread, with older people primarily shown within patient or healthcare scenarios. At a time when customer acquisition and loyalty are among the biggest challenges for small businesses, this oversight represents a major untapped opportunity to drive growth.

Recognising the lifestyles, aspirations, and values of the over-65s in visual storytelling can enable SMBs to build relevance and acquire customers within this demographic.

Here are four ways to engage this high-value audience more effectively:

1. Show the 65+ target group as multi-dimensional —   

Older adults who live full lives want to be portrayed as such in marketing. Our research shows that 88% of UK Baby Boomers prefer ‘realism’ in visuals – images that reflect authentic, relatable experiences.

Use visuals that depict the multi-dimensional experiences of older adults – whether through sports, travel, or in social or family situations – to underline their values and meaningful connections with others. Also highlight activities that demonstrate curiosity and lifelong learning, such as volunteering at a local charity shop, taking up new hobbies, or starting a new business. Positioning older audiences as energetic and engaged helps challenge outdated stereotypes and helps build brand relatability and trust with this audience.

2. Inclusion matters in visuals —

Embracing diverse representation in ageing is a smart business strategy. The Edelman Trust Barometer Report highlights that 73% of people say their trust in a brand would increase if it authentically reflected today’s culture. Our findings also show that businesses committed to authentic representation often enjoy increased customer loyalty and brand trust. However, only 16% of UK Baby Boomers say they are properly represented in current advertising.

For example, women with white, short hair are still over-represented, while other skin colours, body sizes, or styling are rarely seen. People respond to imagery they can relate to, so using authentic visuals that show a variety of people across different ethnicities, genders, and abilities will help you connect with a broader audience. 

3. Pair images with video for maximum attention — 

British Baby Boomers like to engage with a mix of images (53%) and short-form videos (50%), with nearly six in 10 regularly consuming product and explainer videos. Think about ways of incorporating imagery into short, concise footage.

If you are a small boutique hotel, for example, create a short clip that gives viewers a behind-the-scenes look into how the hotel is run, and include imagery of older customers enjoying the amenities of the hotel. This is the perfect opportunity to speak to your target consumer through content that can help build rapport and convey your business expertise.

4. Tailor messaging to build trust —

Our research notes that trust remains a central issue for British consumers aged over 65. British Baby Boomers said they distrust visual content from FMCG, financial services, technology and travel brands because they don’t trust the companies or products behind it.

To build brand confidence with this audience, it’s important to show how affordable and accessible your product or service is through clear, transparent visual communications. For instance, a small personal care brand can show older people experimenting with skincare at home, while a personal banking app could highlight the positive benefits of good financial management through its rewards programme – from trips with friends to once-in-a-lifetime experiences.

Also demonstrate how the products or services can enrich the experiences of older people through friendship and connection. Travel brands should focus on the different group activities on offer — such as hiking, paddle boarding and kayaking — and the sense of community that each activity fosters. Being an enabler of continued growth and enjoyment can help reinforce credibility and deepen engagement with your business.

For UK SMBs, the over-65 market represents both a commercial opportunity and a chance to create smarter visual storytelling by focusing on authenticity and representation. By showing this audience as active, diverse, and empowered, and by communicating with respect and realism, brands can foster deeper emotional connections and drive long-term success. Marketing that celebrates life experience and individuality doesn’t just reflect society more accurately; it strengthens businesses that are ready to grow with it.

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