VisualGPS Creative Trends Culture Depicting Boomers in the UK

British Boomers bring a wealth of stories and lived experience, offering perspectives shaped by decades of cultural change and personal milestones. They also represent an untapped marketing opportunity for brands as over 65s in the UK now hold more than half of the nation’s wealth,¹ making them a significant demographic with substantial purchasing power. 

So, how can brands use visuals that reflect genuine British Boomer experiences? With visual stories that not only resonate with people of all ages but also reflect the true diversity of older generations in the UK.

British Boomer couples are often underrepresented in visuals despite the number of older couples rising in the UK.² In fact, Getty Images’ VisualGPS research reveals that 63% of Britons would like to see people over 50 in romantic relationships. So, how should brands represent Boomer couples' lives? By moving beyond the clichés of older couples. Getty Images’ VisualGPS research shows that visuals of Boomer couples popular with UK customers in the last 12 months show them mostly indoors in quieter moments discussing finances around the kitchen table or sharing a meal. They are shown three times less in outdoor scenes. 

When choosing visuals that focus on older British couples, it’s important to reflect the richness of their everyday lives. Include visuals in nature, or in active moments cycling, strolling along the beach or enjoying day trips with friends. Visualise moments together, joy and genuine expressions of affection between couples.  

British Boomers are often seen as traditionalists.³ Getty Images’ VisualGPS research reveals that 82% of Boomers agree that ‘everyone should be free to live and express themselves without judgment’, positioning them as vocal advocates for individuality. Interestingly, Getty Images’ VisualGPS research also reveals that 72% of Britons would like to see people over 70 as active members of their community.

For brands, this is an often‑overlooked demographic. British Boomers are not only living their own values but also influencing family, friends and wider social circles. TikTok’s favourite ‘Bus Aunty’, otherwise known as Bemi Orojuogun, has transformed everyday London bus travel into a global online spectacle⁴ because it is a simple celebration of ordinary life enjoyed by all. Also, the rise of the ‘silver influencers’⁵ is seen in sharing GRWM videos and expressing their love for fashion.

So, how can brands bring forward British Boomers’ personability within visual storytelling? Explore visuals that capture a range of individual self‑expression and emphasise moments that celebrate what matters to this varied demographic when it comes to life’s small joys. Consider visuals of intergenerational interactions and confidence in expressing personal styles.

Brands that recognise and engage with British Boomers can connect with a generation that values freedom, individuality and authentic living. By celebrating this varied demographic, brands can transform Boomers from overlooked consumers into influential advocates and loyal ambassadors.

Sources
[1] The Silver Culture Project
[2] ONS
[3] LBC
[4] The Guardian
[5] BBC