“Silver Generation”: The best-kept secret of consumers over 50

In Argentina, businesses face the challenge of engaging consumers over 50, a demographic often overlooked despite its significant market potential. The article posits that stagnation is equivalent to regression, a principle applicable to both Formula 1 racing and modern business strategies. As the initial diagnostic phase concludes and the market size is accepted as it is, the focus shifts to revising business strategies. The future promises exciting developments, yet the present often brings uncertainty and opacity, particularly when trying to mobilize consumers who are constrained by restrictions, fixed costs, and debt.

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If you don't advance, you regress.

The core question for businesses is how to increase sales. Historically, capitalism has expanded markets through three vectors: selling more to existing customers, acquiring new customers, or inventing new products. The article suggests that a crucial element often missed is the ability to "look" beyond the obvious, a concept illustrated by a quote from Mark Twain and the film "The Big Short." This cinematic reference highlights how a few individuals foresaw the 2008 financial crisis by observing what others ignored, while the majority remained oblivious.

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What gets you into trouble is not what you don't know, but what you know for sure that simply is not so.

Drawing parallels to visual culture, the piece references Donis A. Dondis's 1973 work, which explored the act of "seeing." Dondis argued that seeing is a naturalized process, often leading people to perceive only what is comfortable or familiar. This tendency can blind businesses to new opportunities and market segments, such as the "Silver Generation." The article implies that by actively choosing to "look" and challenge ingrained perceptions, businesses can unlock the potential of this demographic and adapt their strategies for a more dynamic future.

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How much do we see?