The youngsters are China’s most studied group of consumers, but branding expert Ashley Dudarenok warns brands should not overlook the country’s silver swans as major consumers, she explains in the Jing Daily. “Ignoring them is not just a missed opportunity; it’s a strategic blunder,” she writes.
Ashley Dudarenok:
In the relentless pursuit of Gen Z and millennials, the marketing world has turned a blind eye to one of the most lucrative consumer cohorts in China: the affluent retiree. Dismissed by many brands as a legacy segment, these individuals — predominantly women aged 60 and over — are, in fact, a powerful economic force.
They are the “Silver Swans”: digitally savvy, brand loyal, and endowed with high disposable income and the freedom to spend it on themselves. While the industry chases youth, this mature audience represents a vast blue ocean of opportunity for luxury brands bold enough to reimagine their narratives around elegance, experience, and well-being.
This generation, which witnessed China’s economic miracle firsthand, is now enjoying its fruits. Their consumption is not for social clout but for self-fulfillment, making them a uniquely stable and valuable customer base. Ignoring them is not just a missed opportunity; it’s a strategic blunder.
Ashley Dudarenok is a speaker at the China Speakers Bureau. Do you need her at your meeting or conference? Do get in touch or fill in our speakers’ request form.
Are you looking for more experts on China’s luxury consumers? Do check out this list.
