SILVER GENERATION IN THE ERA OF DIGITIZATION – CONSEQUENCES FOR MARKETING

Joanna Brandys

The aging of society is a current global trend, and this situation also applies to the Polish market. We are witnessing an extremely rapid development of modern technologies and widespread access to the Internet, which significantly influence the market behavior of modern consumers. An internally diverse silver generation can be a huge development opportunity for companies, but it requires thorough understanding. It is therefore important to recognize both the level of digital competence of people aged 50+ and the ways they use new technologies, as well as to learn about their needs, expectations and market behaviors related not only to age but also to their life situation. Consequently, this should lead to the development of marketing activities and strategies that are appropriately tailored to the target audience.