Episode 32: La Generación Silver, The Untapped Power of Older Hispanics.

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

#UnlockingTheHispanicMarket
 #MoonfishMarketing
 #HispanicSeniors
 #LaGeneraciónSilver
 #HispanicMarket
 #CulturalMarketing
 #HispanicHeritage
 #MultigenerationalMarketing
 #HispanicConsumer
 #MarketInsights

Transcript

🎙️ Episode 31: “La Generación Silver – The Untapped Power of Older Hispanics”

🎧 Narrator’s Voiceover Intro

Welcome to Unlocking The Hispanic Market, brought to you by The Moonfish Group and Unlocking Consulting.

In today’s episode — “La Generación Silver: The Untapped Power of Older Hispanics” — we explore the rising influence of Hispanic seniors. From their growing numbers and purchasing power to their role as cultural anchors and decision-makers, La Generación Silver is shaping not just families, but the future of the U.S. economy.

Your hosts are Jorge Mañón, CEO of Unlocking Consulting™ and The Moonfish Group™, and author of Unlocking the Hispanic Market: Untapped Opportunities for Business Growth… and Lauren Hayes, a marketing strategist and cultural insights specialist who helps brands connect authentically with diverse, multigenerational audiences.

Here they are now.

🎙️ Jorge:

Thank you, and welcome back to another episode of Unlocking The Hispanic Market. I’m Jorge Mañón.

🎙️ Lauren:

And I’m Lauren Hayes. Today, we’re shining a light on a group that doesn’t always get the attention it deserves but has a massive impact: Hispanic seniors, ages 55 and up.

Segment 1: Demographics & Growth

🎙️ Jorge:

Let’s start with the numbers. According to the U.S. Census Bureau, Hispanics are the fastest-growing segment of the U.S. senior population. By 2060, nearly 1 in 4 seniors will be Hispanic. That’s not just growth, that’s transformation.

🎙️ Lauren:

And think about what that means. In just a few decades, Hispanic seniors won’t be a “niche” — they’ll be one of the most significant senior populations in the country. That shift changes everything, from healthcare demand to consumer trends.

🎙️ Jorge:

Exactly. And it’s not just about how many there are, but how much they contribute. AARP’s 2023 report estimates that older Hispanics already contribute hundreds of billions annually in consumer spending.

🎙️ Lauren:

And when you break that down, you see huge spending across healthcare, food, travel, fashion, financial services, and even technology. But here’s the kicker — a lot of brands aren’t even targeting them.

Segment 2: Purchasing Power in Context

🎙️ Jorge:

Let’s put their spending in context. According to McKinsey & Company, Hispanics as a whole contribute nearly $3.2 trillion to the U.S. GDP, making them the equivalent of the world’s fifth-largest economy if they were a country. And seniors are a growing part of that equation.

🎙️ Lauren:

Right — and if you look at NielsenIQ, Hispanic households over-index in grocery spending, particularly around fresh ingredients. For seniors, that means they’re often the ones shopping for traditional meals and family gatherings. They’re shaping taste and purchase decisions for the entire household.

🎙️ Jorge:

Exactly. Think of abuela making tamales or caldo — she’s the one buying masa, meats, spices, produce. That creates loyalty to certain brands that gets passed down to younger generations.

🎙️ Lauren:

So true. And let’s not forget celebrations. Seniors often finance or heavily contribute to big family events: weddings, quinceañeras, baptisms. That’s thousands of dollars flowing into venues, catering, photography, and retail — all connected to La Generación Silver.

Segment 3: Cultural Role & Family Dynamics

🎙️ Jorge:

And that ties into their cultural role. Seniors are the anchors of tradition and decision-making in Hispanic families. In research I cite in my book, Unlocking the Hispanic Market, abuelos and abuelas are not just respected — they’re often the ones who guide purchasing decisions for the entire family.

🎙️ Lauren:

That’s right. In Hispanic culture, decisions are collective, not individual. So when a brand markets only to “young moms” or “digital natives,” they’re missing the influence of the grandparents in the same household.

🎙️ Jorge:

Exactly. If a grandparent says “I don’t trust that brand” — guess what? The family probably won’t buy it.

Segment 4: Healthcare & Wellness

🎙️ Lauren:

Now let’s talk about healthcare. The UnidosUS Hispanic Health Report (2023) highlights that Hispanic seniors are disproportionately managing conditions like diabetes and heart disease — which means healthcare spending is significant.

🎙️ Jorge:

Yes, and they’re not just patients — they’re decision-makers. Many older Hispanics are the ones choosing pharmacies, clinics, and even insurance plans for their households.

And that trust is built through culturally relevant communication, bilingual support, and genuine community connection. Major brands like Walgreens and CVS have begun rolling out bilingual campaigns — CVS even launched a partnership with Mexico’s Farmacias de Similares and its iconic brand ambassador, Dr. Simi. Yet, despite these steps forward, the gap between intention and true cultural engagement remains wide.

🎙️ Lauren:

And on the positive side, AARP data shows Hispanic seniors are among the most engaged in community-based wellness activities: walking clubs, Zumba, dancing, church groups. There’s a whole market around active, healthy aging that brands can connect with.

Segment 5: Travel & Multigenerational Spending

🎙️ Jorge:

Let’s switch gears to travel. NielsenIQ (2022) reports that Hispanic seniors travel more frequently than you’d expect — especially to visit family. But what’s unique is they rarely travel alone.

🎙️ Lauren:

Yes — multigenerational travel is the norm. Seniors often bring kids, grandkids, even extended family. That means airlines, hotels, and retailers need to think about experiences that serve three generations at once.

🎙️ Jorge:

And that creates massive opportunities for hospitality brands — think packages that include kid-friendly activities, senior services, and family-style dining.

Segment 6: Technology & Digital Engagement

🎙️ Lauren:

Here’s one that surprises people: technology. The Pew Research Center found that internet use among Hispanic seniors has more than doubled in the last decade.

🎙️ Jorge:

Absolutely. They may not be digital natives, but they’re digital participants. They’re active on WhatsApp, Facebook, YouTube. They use telehealth, they shop online, and they stay connected through social apps.

🎙️ Lauren:

And don’t forget streaming. According to ThinkNow Research, Hispanic seniors increasingly use streaming platforms for Spanish-language shows and news. Media habits are shifting, and brands that stick to only TV risk losing them.

Segment 7: The Trust Factor

🎙️ Jorge:

Now let’s talk about trust. Seniors have lived through decades of advertising — they can spot inauthentic messaging a mile away. And for Hispanics, authenticity matters even more because they’ve historically been underrepresented or misrepresented.

🎙️ Lauren:

Exactly. Campaigns that honor traditions, use Spanish correctly, and reflect family values resonate deeply. If your campaign is tone-deaf, you don’t just lose one consumer — you lose the trust of the whole family.

Segment 8: Final Takeaways

🎙️ Jorge:

So the takeaway is clear: La Generación Silver is large, powerful, and influential. They’re spending billions, guiding families, embracing technology, and shaping traditions.

🎙️ Lauren:

But too often, they’re invisible in campaigns. And that invisibility is a missed opportunity.

🎙️ Jorge:

Exactly. The future of Hispanic marketing isn’t just Gen Z. It’s multigenerational. And if you don’t recognize the untapped power of older Hispanics, you’re leaving money — and trust — on the table.

🎙️ Lauren:

That wraps up today’s episode of Unlocking The Hispanic Market. Thank you for joining us as we explored La Generación Silver: The Untapped Power of Older Hispanics.

🎙️ Jorge:

If you found value in today’s episode, please subscribe, leave us a review, and share this with someone who wants to better connect with the Hispanic community.

🎙️ Lauren:

I’m Lauren Hayes.

🎙️ Jorge:

And I’m Jorge Mañón. Thanks for listening — and we’ll see you in the next episode.

📚 Cited 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