Live Webinar June 18, 2026 · 4:00 PM CET / 10:00 AM EST

Spending Longer and Living More: Why Aging Consumers Will Shape Global Spending Through 2036

One in five people on earth
will be over 60 by 2036.

Where does that spending go?

Gen X started turning 60 in 2025. The generational handover driving the next wave of silver spending is already underway. The brands that will lead the next decade of consumer growth are building for the 60+.

This session brings together World Data Lab's spending forecasts, NIQ's consumer intelligence, and Silver Economy's market expertise to show you exactly where the growth is concentrating, which categories will be reshaped, and what your business needs to do about it now.

A collaboration between World Data Lab · NIQ · Silver Economy

What the data shows

$19T

rising to $35T by 2036

Global spending by consumers aged 60+ today. Set to nearly double within a decade, adding more in absolute dollars than any other age cohort.

79%

above the global per-capita average

The average consumer aged 60+ spends $15,300 per year. The highest per-capita spending of any age group on earth.

1 in 3

global consumer dollars by 2036

60+ consumers already capture more than 27% of all global spending, and within a decade, nearly every third dollar spent worldwide will come from someone over 60.

In this session

The Scale of the Longevity Economy

How large is the aging consumer market today, and how fast will it compound through 2035?

Longevity Hotspots

Which markets will see the fastest acceleration in older consumer spending, and why timing matters now.

What Older Consumers Actually Buy

Where the $19T is actually going: the categories, the wealth tiers, and why the Rich 60+ segment is growing faster than any other group within the silver economy.

Strategic Implications for Brands

How to realign your portfolio, innovation pipeline, and market expansion priorities around the consumers who will define the next decade of global growth.