Are you really focussing on the right media networks for your audience?

(Fig: Photo by Krakenimages)

You caught the news that the world’s population is aging, right? UN data shows that by 2050, 1 in 6 people in the world will be over age 65.

In traditional Western markets (U.S., Canada, Western Europe, Australia, New Zealand), the demographics skew older due to lower birth rates and higher life expectancy (OECD population data):

• Gen Alpha (0–14 years): ~16%
• Gen Z (15–29 years): ~17%
• Millennials (30–44 years): ~20%
• Gen X (45–59 years): ~19%
• Boomers (60–74 years): ~18%
• Silent Generation (75+ years): ~10%

👉 That means nearly half the population is 45 or older in these markets, with Boomers and the Silent Generation holding most of the disposable wealth.

So why do so many brands still focus their social media (ahem, interest media) strategies almost entirely on Gen Z and Gen Alpha audiences?

So in the new “Interest Media” era, what should Brands be doing?

The reality is that while younger audiences are still figuring out their brand loyalties, it’s the older generations who hold the majority of the wealth — and therefore the spending power.

1. Recognize where the real money is

Boomers and Gen X together control over 65% of global wealth (Credit Suisse Global Wealth Report). They are not just passive scrollers — they are homeowners, investors, and high-value consumers.

Brands chasing “viral moments” on TikTok may be overlooking the fact that a 55-year-old on LinkedIn or YouTube is more likely to actually purchase.

(Fig: Vanguard website)

💡 Example: Financial brands like Vanguard focus heavily on email and long-form video because their target audience skews older and wealthier.

2. Balance short-term reach with long-term loyalty

Younger audiences are important for future growth, but they are also fickle and more likely to switch brands. Older audiences, however, tend to have established preferences and higher levels of brand trust.

Creating meaningful content for them, whether thought leadership, educational explainers, or community-driven resources, builds loyalty that translates into measurable ROI.

📍Consider adopting an authentic approach to your content, and adopting a B Authentic mantra.

3. Go beyond “youth” channels

Facebook, LinkedIn, YouTube, and even email newsletters still dominate among older generations. At the same time, niche “interest media” networks are emerging around hobbies, professions, and lifestyles.

From travel communities like Tripadvisor to investment forums like Morningstar, these ecosystems are where conversations, and purchase decisions, actually happen.

If your strategy is TikTok-only, you’re probably missing the audiences who can afford your product today.

4. Tailor your message to the stage of life

Gen Z may want trends, memes, and aesthetics. But older audiences are more motivated by value, trust, and relevance to their lives, whether that’s planning retirement, managing health, or enjoying leisure.

(Fig: Mayo Clinc YouTube channel)

💡 Example: Healthcare brands like Mayo Clinic thrive on YouTube with practical, expert-led videos — not memes.

Brands that can speak authentically to these needs stand out in a sea of youth-focused noise.

5. Think about attention, not just platforms

Instead of chasing every new app, ask: Where is my audience paying attention, and what motivates them?

Older consumers might spend less time on fast-moving feeds but more time reading newsletters, watching YouTube tutorials, or engaging in hobby forums.

In the Interest Media era, depth of attention matters more than breadth of exposure.

Final thoughts

The biggest blind spot in modern brand strategy is over-investing in youth-driven channels while underestimating the audiences with the most purchasing power.

The Interest Media era is about aligning brand presence with real interests, not chasing generational stereotypes.

If your brand wants relevance and revenue, it’s time to rebalance your focus. The future of media is not about being young, it’s about being meaningful.

Further Reading

• We are now in the “Interest Media” era (no longer the Social Media era)
• Killing the Cat (by Prof Scott Galoway)
• Are you an Authentic Brand?

Sources

• UBS Global Wealth Report *OECD Ageing Trends
• Wikipedia Social Generations

Happy branding :)