Born before 1945, the Silent Generation have lived through an ever-changing world. This generation tends to be loyal to the businesses they patronize, TechTarget reported, and “wants respect and value relationships with those they do business with.” This is a group with strong morals; wrote, “The Silent Generation was shaped by both World War II and the Great Depression, so it’s no wonder they tend to be a disciplined, loyal and hard-working group.” Like Gen Xers and Baby Boomers, members of the Silent Generation value their families and multi-generation living.

Unsurprisingly, members of the Silent Generation tend to get more of their daily news and product information from the TV and radio, but it would be a mistake to count them out of the online conversation, too. In 2019, Pew Research found that 4 in 10 members of the Silent Generation reported owning a smartphone and 33 percent owned a tablet. They use Facebook to stay connected with loved ones, and see both news and advertising online. A mix of both new and traditional marketing methods—including direct to mail—offers a great way to stay connected with the Silent Generation.

As members of the Silent Generation age, health care and eyecare become increasingly important to them and their loved ones. It’s vital that any kind of marketing or messaging aimed at this generation is simple in design and easy to read—and that face to face, in person experiences are made available to them. Connection, respect and loyalty go a long way in helping bring us closer to the Silent Generation.