Episode 32: La Generación Silver, The Untapped Power of Older Hispanics.
Description
Hispanic seniors , La Generación Silver , are one of the fastest-growing and most influential segments in America. By 2060, nearly 1 in 4 U.S. seniors will be Hispanic. Yet, too often, they’re overlooked in marketing.
In this episode of Unlocking The Hispanic Market, hosts Jorge Mañón and Lauren Hayes explore the purchasing power, cultural authority, and evolving lifestyles of older Hispanics. From healthcare and wellness to travel, technology, and family decision-making, La Generación Silver is shaping markets in ways brands can’t afford to ignore.
Learn how culturally relevant strategies — bilingual communication, authentic engagement, and respect for tradition — can build trust and unlock lasting loyalty.
Sources & Research:
- U.S. Census Bureau (2023) – Demographic Projections
- AARP (2023) – The Economic Impact of Older Hispanics
- NielsenIQ (2022) – Hispanic Travel and Consumer Spending Patterns
- UnidosUS (2023) – Hispanic Health Report
- Pew Research Center (2021) – Technology Use Among Hispanic Seniors
- ThinkNow Research (2022) – Streaming and Digital Behavior of Hispanics
- McKinsey & Company (2022) – The Economic State of Hispanics in America
- Mañón, Jorge (2023) – Unlocking the Hispanic Market: Untapped Opportunities for Business Growth
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