It’s time to talk about the missing generation in the Insight profession.
🔎 Did you know?
Only 3% of those in permanent employment in Insights are 55 or over.
Yet, 25% of the UK workforce is 55+ – a figure set to rise to 47% by 2030.
The UK has the highest rate of over-55s leaving work and not returning in the G7.
This isn’t just an employment issue – it’s a massive business opportunity that’s being missed.
💰 The Silver £ is worth over £43bn annually and holds 80% of the nation’s wealth. (photo of John Norman aged 92 with his new electric car).
🛍️ Yet, if your Insight teams don’t reflect this audience, how well can they truly understand, market, and innovate for them?
🎯 A 58-year-old Planner is far more likely to create a campaign that resonates with the Silver Generation than a 28-year-old.
💡 With AI automating simpler tasks, the future of Insight depends on wisdom, intuition, stakeholder management, and strategic thinking – exactly what the Silver Generation brings.
🚀 What SIGn is doing to drive change:
✅ Raising awareness of the problem.
✅ Challenging outdated biases about older professionals.
✅ Researching what needs to change.
✅ Working with employers to create age-inclusive hiring and retention strategies.
👥 Insight has always faced skills shortages – can we afford to ignore 47% of the future workforce?
Let’s change the narrative. Let’s empower experience. Let’s make Insight age-diverse.
Silver Insights Generation is an interest group formed to promote age inclusion within the Insights profession. We aim to do this by advocating for age representation in research and within a multi-generational workforce.
Here's SIGn Founder, Liz Norman, discussing why ageism is preventing older peope from finding jobs in sectors and how leading brands are missing a trick with this age group.
