By ISABELLA CASTAÑEDA RODRÍGUEZ | EGADE BUSINESS SCHOOL
More than 4,000 people in Mexico turn 50 every day. This active and connected generation is transforming consumption and challenging stereotypes about aging and the use of technology.
In this episode of Territorio Negocios, hosted by Eva María Guerra, Associate Academic Dean of EGADE Business School, participants included Santiago Alonso, Professor in the Department of Marketing and Business Intelligence at EGADE Business School, and Alberto Saracho, CEO and Founder of Soy Más.
The traditional model of aging assumes that everything gets worse over time, but there are skills that improve with age, such as patience and risk aversion, explained Alonso, highlighting the need for businesses to understand these cognitive changes.
For his part, Saracho noted: “Practically all studies that have been conducted on entrepreneurs and that relate the success of ventures to age show that the most successful entrepreneurs are the older ones.”
Both agreed that the myth that older adults are not digital is outdated. Saracho discussed how mobile digitalization, the pandemic, and artificial intelligence have fully integrated this generation into digital life.
Regarding business opportunities, Alonso emphasized the technology sector, citing the growing interest in video games. At the same time, Saracho highlighted the financial sector, pointing out areas that traditional banks and financial groups could optimize.
Strategic axes in marketing and communication were discussed, focusing on diversification, along with a call for companies to consider the investment levels directed toward this demographic. Saracho stated:
“In Mexico, almost 40% of discretionary spending comes from people over 50 years old. If you analyze that and then analyze advertising spending, there’s a huge mismatch. Less than 20% is invested in reaching this market.”
Finally, the experts agreed that companies that break stereotypes and understand the diversity of the silver generation will be best positioned to innovate and grow.
You can listen to more episodes of Territorio Negocios on Spotify, Apple Podcasts, Amazon Music, and YouTube.
