Population ageing remains the world’s most important demographic trend. Today’s post-old generation differs from its predecessors: active, open-minded, wealthier and ready to satisfy its own needs. The 50+ cohort is not only growing but evolving – especially after the pandemic – and becoming more diverse and complex. Marketing has noticed this group in Poland, yet much remains to be done.

From what we see in today’s communication, there is still plenty to do and plenty of stories left to tell. With our report “POST-OLD – Polish Consumer 50+ 2023” we aim to help you understand – and successfully address – this segment.

Since 2007, we have been monitoring the 50+ consumer group – we have already completed four editions of the report.. We analyze not only the changes in behaviors, attitudes, and orientations, but also look for broader trends and highlight their implications.

In the 2023 edition you will find:

• Changes in attitudes and behaviour over the past 15 years
• A full comparison of the younger (50–65) and older (66–84) groups
• A new segmentation reflecting post-pandemic shifts and cohort turnover
• New trends illustrated by Polish and global brand actions
• Insights into “post-pandemic” 50+ consumers amid war, inflation and energy- & climate-related threats

Methodology: Desk research (existing data on the 50+ age group, communication targeting this group, consumer trends), survey of the population aged 50–84; nationwide sample N=1231, ethnographic qualitative research.