New Federal Reserve data reveals a surprising shift in American wealth. For businesses focused on SEO, web design, and AI search, it raises an even bigger question: Who are you actually marketing to?
Move over, millennials. There's a new leader in the American wealth rankings.
And they probably remember when The Beatles released The White Album.
According to the Federal Reserve's latest Survey of Consumer Finances, released October 9, 2026, families headed by someone age 75 or older now have the highest median net worth of any age group in the United States.
Their median net worth climbed approximately 37% between 2022 and 2025, reaching nearly $505,000.
Meanwhile, families headed by someone under age 35 experienced a 23% decline in median wealth.
That's a pretty dramatic difference.
And while the financial implications are getting plenty of attention, there's another side of this story worth discussing.
What does the shifting distribution of American wealth mean for small businesses, digital marketing, SEO, and the future of AI-powered search?
Because for years, brands have been obsessed with reaching younger consumers.
Millennials.
Gen Z.
The next generation of social media users.
The latest viral trend.
There's nothing inherently wrong with marketing to younger audiences.
But what happens when businesses focus so heavily on youth that they overlook customers who may have substantial purchasing resources, established preferences, and a lifetime of consumer experience?
And what happens when those older customers are shopping online, researching services, reading reviews, and using technology more often than businesses assume?
The answer could involve missed marketing opportunities.
Not because everyone over 75 is wealthy. They're certainly not.
And not because older consumers all think, shop, or behave the same way.
But because effective marketing begins with understanding real customers rather than relying on stereotypes about age.
Let's explore what the Federal Reserve's new findings reveal, what they don't tell us, and how businesses can build digital experiences that reach people across generations.
What the Federal Reserve's 2025 Wealth Survey Actually Found
Every three years, the Federal Reserve conducts its Survey of Consumer Finances, examining the economic circumstances of American families.
The survey looks at income, assets, debts, savings, and other aspects of household finances.
The latest findings cover changes between the 2022 and 2025 surveys.
According to the Federal Reserve's October 9, 2026 announcement, real median family net worth increased approximately 2% during that period, reaching $215,900.
That's a relatively modest overall improvement.
But the average doesn't tell the entire story.
Wealth gains varied considerably depending on age, existing assets, homeownership, and financial circumstances.
Older Families Experienced Significant Gains
The most striking finding involves families headed by someone age 75 or older.
Their median net worth rose from approximately $367,000 in 2022 to nearly $505,000 in 2025, after adjusting for inflation.
That represents an increase of roughly 37%.
Their mean, or average, net worth rose approximately 10% to $1.96 million.
As Associated Press reported, these households overtook the 65-to-74 age group, which had held the highest median wealth in the previous survey.
Younger Families Experienced a Different Reality
For families headed by someone under 35, median net worth fell approximately 23%, reaching around $33,000.
Younger households often face different financial conditions.
They may be paying down student loans, saving for a first home, managing childcare expenses, or attempting to build retirement savings.
Some haven't had decades to accumulate investments or benefit from long-term property appreciation.
Of course, financial circumstances vary significantly within every age group.
But the overall difference is substantial.
The Wealth Gap Isn't Just About Age
The survey also highlights differences associated with the broader distribution of assets and income.
According to the Associated Press, the median net worth of the wealthiest 10% of families rose approximately 31% to $3.6 million between 2022 and 2025.
Meanwhile, financial stress remained significant for many households.
Nearly 20% of families reported being late on a loan payment during the preceding year, compared with 12.2% in 2022.
These findings are important because they reveal two economic realities unfolding at once.
Some households have benefited substantially from asset appreciation.
Others are struggling with debt, inflation, and the cost of everyday life.
Marketing takeaway: Consumer behavior cannot be understood through age alone. Financial resources, needs, priorities, and personal circumstances also influence purchasing decisions.
Why Are Americans Over 75 Becoming Wealthier?
One of the biggest explanations involves time.
Specifically, decades of opportunities to accumulate assets.
Many older homeowners purchased property long before today's housing prices.
Some built investment portfolios during periods when stocks were substantially less expensive.
Over time, certain assets appreciated in value.
And households that retained those assets benefited.
Home Equity Matters
For homeowners, property value can represent a significant portion of net worth.
Imagine someone who purchased a home decades ago.
As the mortgage balance declined and the property's value increased, their home equity may have grown substantially.
That increase contributes to net worth.
But there's an important catch.
Home equity isn't the same as cash sitting in a bank account.
A homeowner may have substantial wealth on paper without having a large amount of disposable income.
That distinction becomes important when businesses interpret wealth statistics.
Stock Market Gains Matter, Too
Investment portfolios can also contribute to wealth growth.
Over long periods, households with substantial stock holdings may benefit from market appreciation.
As The Wall Street Journal reported, rising stock values played an important role in the gains recorded among older and wealthier households.
But not everyone owns stocks.
And people who do own investments may hold very different amounts.
The benefit is not distributed equally.
Age Groups Aren't Fixed Sets of People
There's another statistical detail worth understanding.
The families represented in the 75-plus category in 2025 are not necessarily the same families who were in that category in 2022.
People age into the group.
Household circumstances change.
And the survey compares population groups at different points in time rather than following the exact same families through the years.
This doesn't invalidate the findings.
It simply means we should be cautious about assuming that every individual household experienced the reported percentage increase.
Wealth Doesn't Automatically Mean Spending Power
Before businesses start designing luxury marketing campaigns for everyone over 75, there's an important distinction to make.
Net worth and disposable income are not the same thing.
Net worth is generally calculated by subtracting liabilities from assets.
Assets may include a home, investments, bank accounts, and other property.
Liabilities may include mortgages, loans, and other debts.
A household with a valuable home and limited monthly income can have a relatively high net worth while still carefully managing everyday expenses.
Similarly, someone with a lower net worth may have a high income and significant current spending capacity.
The Federal Reserve emphasized this distinction in its October 2026 research on measuring spending in the Survey of Consumer Finances.
Researchers explained that wealth and income capture different aspects of financial capacity, while actual spending provides additional insight into material consumption.
That matters for marketing.
A high median wealth figure doesn't mean older consumers automatically want premium products.
It doesn't mean every older household has substantial cash available.
And it doesn't establish that people over 75 are spending more than every other age group.
Instead, the survey is a reminder that consumer finances are complex.
Businesses should consider multiple signals when evaluating potential customers.
Those might include actual purchase behavior, service needs, location, relevant interests, and the problems people are trying to solve.
Age may be one factor.
It should rarely be the entire strategy.
The Biggest Marketing Mistake: Assuming Older Consumers Aren't Online
There's a persistent assumption in digital marketing that older consumers are less relevant because they're not digitally active.
That assumption deserves serious reconsideration.
Older adults use smartphones, browse websites, communicate online, research products, and purchase goods through digital channels.
Of course, usage varies by age, familiarity, accessibility needs, and individual preferences.
But older doesn't mean offline.
What AARP's Research Reveals
According to AARP's 2026 technology research, adults age 50 and older are active participants in the digital economy.
Among survey respondents age 50-plus:
91% owned a smartphone.
79% used ecommerce retailers.
71% reported purchasing technology in 2025.
63% used digital financial services.
30% reported using generative AI in 2025.
These findings describe adults age 50 and older, not specifically the 75-plus group identified in the Federal Reserve survey.
That's an important distinction.
The research demonstrates substantial digital participation among older adults broadly, but businesses shouldn't assume the same adoption rates apply to every age subgroup.
Older Consumers Are Not a Single Audience
A 52-year-old business owner, a 68-year-old retiree, and an 84-year-old homeowner may have very different relationships with technology.
Their purchasing goals may also differ substantially.
Some older consumers are highly comfortable with online shopping and advanced applications.
Others prefer speaking with a person before making a decision.
Some research primarily on mobile phones.
Others prefer larger screens.
Many use combinations of online and offline channels.
The point isn't to assume everyone uses the internet in the same way.
It's to stop assuming that older consumers don't use it at all.
Why Businesses Should Reconsider Age-Based Marketing Assumptions
Marketing has a habit of turning demographic categories into simplified personalities.
Gen Z wants short videos.
Millennials want convenience.
Baby Boomers want traditional advertising.
Older adults don't understand technology.
These statements may sound familiar, but they're far too broad to serve as reliable marketing strategies.
Real consumers are more complicated.
A person's age can influence life circumstances, but it doesn't automatically determine their interests, purchasing priorities, technological abilities, or preferred communication style.
The Difference Between Demographics and Customer Understanding
Demographics can help describe an audience.
They may include age, household size, income, geography, and other measurable characteristics.
But demographics alone don't explain why someone chooses one business over another.
For that, marketers need to understand motivations.
What problem is the customer trying to solve?
What information do they need?
What concerns might prevent them from purchasing?
How do they compare options?
What makes them trust a company?
These questions are useful across generations.
Relevance Beats Assumptions
Imagine a home improvement company.
It might serve a 32-year-old first-time homeowner looking to renovate a kitchen.
It might also serve a 77-year-old homeowner interested in improving comfort, functionality, or maintaining a longtime property.
Both customers could benefit from the company's services.
But their specific needs, budgets, timelines, and decision criteria may differ.
The solution isn't to treat one group as more valuable simply because of age.
It's to build marketing that answers the questions each prospective customer is actually asking.
The best audience strategy isn't always about finding the youngest customer. It's about understanding the right customer.
How the Wealth Shift Could Influence Digital Marketing Strategy
The new wealth data doesn't prove that every company should redirect its marketing budget toward older adults.
But it does suggest that age-based assumptions deserve examination.
If a business has historically prioritized younger audiences without reviewing actual customer demand, there may be an opportunity to improve its targeting.
Start With Existing Customer Data
Look at who currently buys your products or services.
Which customers produce repeat business?
Which services are most in demand?
What questions do people ask before making purchasing decisions?
If reliable first-party data suggests that older customers are an important audience, your digital marketing should reflect their needs.
Avoid collecting unnecessary personal information simply to categorize people by age.
The objective is to understand useful patterns, not create invasive profiles.
Consider the Buying Journey
Different products involve different levels of research.
Someone purchasing an inexpensive everyday item may make a quick decision.
Someone considering a major home renovation, professional service, or significant travel purchase may spend more time evaluating options.
The decision process can also involve family members, caregivers, financial advisors, or other trusted people.
Businesses should account for those possibilities without assuming older customers lack independence or decision-making ability.
Offer More Than One Communication Channel
Some prospective customers prefer contact forms.
Others prefer email.
Some prefer calling a business directly.
Providing clear, accessible options can improve the experience for many visitors, regardless of age.
A website should make communication convenient rather than forcing everyone into one path.
Website Design for Older Adults: Accessibility Is Good Business
Here's one of the most important connections between the wealth story and digital marketing.
A business can invest in SEO, advertising, and content.
But if the website is difficult to read or navigate, some of that investment may be wasted.
Accessible web design helps people interact with a website across different devices, abilities, and circumstances.
And it can be particularly relevant to some age-related changes in vision, hearing, motor control, and cognition.
The World Wide Web Consortium's Web Accessibility Initiative explains that designing for older users often overlaps with established accessibility practices for people with disabilities.
This doesn't mean every older person has a disability or needs special treatment.
It means inclusive design can help remove unnecessary barriers.
1. Make Text Comfortable to Read
Tiny typography may look elegant in a design mockup.
But it's rarely a good foundation for a website that needs to communicate important information.
Use readable font sizes, appropriate line spacing, sufficient contrast, and sensible paragraph lengths.
Allow text to resize without breaking the layout.
Avoid placing important content over distracting backgrounds.
The objective is not oversized text everywhere.
It's comfortable reading.
2. Make Navigation Predictable
A website should help visitors understand where they are and how to move between important pages.
Clear navigation labels are usually more useful than clever but ambiguous wording.
For example, "Services" communicates its purpose immediately.
An abstract label such as "Explore Possibilities" may be more difficult to interpret without context.
Creativity can absolutely have a place in navigation.
But clarity should come first.
3. Make Buttons Easy to Use
Small buttons and closely spaced links can be frustrating for users with reduced dexterity.
They can also be frustrating for anyone using a phone while distracted or on the move.
Provide comfortable touch targets and visible interaction states.
Important actions should not depend on extremely precise tapping.
4. Avoid Unnecessary Animation
Animations can make websites feel engaging.
But excessive motion can distract visitors or create accessibility challenges.
Auto-playing carousels, constantly moving text, and elaborate scroll effects should be evaluated carefully.
A website should remain usable when non-essential motion is reduced.
5. Simplify Forms
Contact forms are a common point of friction.
Visitors shouldn't have to complete an unnecessarily complicated questionnaire just to ask a basic question.
Use clear labels.
Explain required fields.
Provide understandable error messages.
And make submission confirmation obvious.
6. Use Trustworthy, Understandable Language
Avoid overwhelming visitors with unexplained industry terminology.
If technical terms are necessary, define them clearly.
This is especially important for services that already involve complex decisions.
7. Test With Real People
Don't assume you know how older visitors will behave.
Usability testing can reveal problems that designers and developers overlook.
Nielsen Norman Group's research on UX design for older adults identifies challenges involving navigation, touch interactions, forms, content structure, and interface complexity.
These are practical design considerations, not reasons to underestimate older users.
A good website shouldn't make people work harder than necessary to become customers.
Does Accessible Website Design Help SEO?
Accessibility and SEO overlap in meaningful ways.
They are not identical disciplines, and meeting an accessibility standard does not automatically guarantee higher search rankings.
But several website improvements can support both usability and search engine understanding.
Clear Heading Structures
Descriptive headings help visitors scan content.
They also establish information hierarchy.
A page with logical headings makes it easier to understand where important topics begin and end.
Descriptive Links
Links should communicate where they lead.
"View Our Website Design Services" is generally more informative than repeating "Click Here" throughout a page.
This improves clarity for users, including people navigating with assistive technologies.
Meaningful Image Descriptions
Alternative text can communicate the purpose or content of meaningful images to users who cannot see them.
It also provides textual context that search engines may use to understand images.
Decorative images generally should not receive unnecessary descriptive text.
Mobile-Friendly Layouts
Responsive design helps websites adapt to different screens and viewport sizes.
This is useful for visitors of many ages.
Clear Content Organization
Well-structured pages help readers find relevant answers.
A clear explanation of a service can also align with the questions people type into search engines.
Google's SEO Starter Guide emphasizes creating useful content and organizing websites so both search engines and users can understand them.
The objective should be a more usable website, not simply checking boxes for an algorithm.
SEO for Older Audiences: Focus on Search Intent, Not Stereotypes
If businesses want to reach older consumers through search engines, the best approach isn't necessarily creating pages filled with phrases like "for seniors."
Instead, understand the actual questions and needs associated with your services.
For example, a home services business might publish information about accessible bathroom renovations or maintaining an older property.
A travel company might explain mobility considerations, itinerary flexibility, or trip planning.
A financial services business might provide appropriately reviewed educational information about its offerings, risks, and processes.
These topics could be relevant to some older adults.
They could also be relevant to younger people, family members, and customers with disabilities.
That's the advantage of need-based content.
It reaches people based on what they are trying to accomplish, not only their demographic category.
Build Pages Around Real Services
If your business provides a specific service, explain it clearly.
What does it include?
Who might benefit?
What should a customer expect?
What factors influence pricing?
How can someone request more information?
These are common questions that useful service pages should answer.
Use Educational Content Strategically
Blog articles can support the broader customer journey.
For example, a home remodeling company might publish a guide about planning a bathroom renovation for accessibility and long-term usability.
The article can answer questions and connect interested readers to relevant services.
However, content should reflect the business's actual expertise.
Don't manufacture claims about older customers simply to attract traffic.
Include Helpful FAQs
Frequently asked questions can make complex subjects easier to understand.
They can also help visitors find answers without contacting the business for every detail.
The questions should reflect real concerns rather than repeating keywords unnaturally.
Consider Local Search Behavior
Many services are inherently local.
Customers may search by city, neighborhood, or proximity.
A company serving local customers should maintain accurate location information and relevant service details.
According to Google's local ranking guidance, local results are primarily influenced by relevance, distance, and prominence.
Clear information and a complete Google Business Profile help Google understand a business and help customers evaluate it.
The AI Search Question: Are Older Consumers Using ChatGPT?
Now for the next interesting connection.
Artificial intelligence is changing search.
But it's not changing search behavior equally across every age group.
Some consumers actively use AI tools to compare businesses, research products, and explore complex questions.
Others continue relying primarily on conventional search engines, websites, and recommendations.
The differences matter.
What Pew Research Found in 2026
According to Pew Research Center's June 2026 study, AI chatbot adoption varies considerably by age.
Among adults age 65 and older:
23% said they had used AI chatbots.
7% said they used chatbots daily.
20% said they had used chatbots to search for information.
Meanwhile, younger adults reported higher adoption.
Again, these figures describe adults age 65-plus, not specifically those 75 and older.
The lesson isn't that older adults have embraced AI at the same rate as younger consumers.
They haven't, according to the survey.
The lesson is that adoption is happening across generations, but at different rates.
Why This Matters for Marketing
A business shouldn't abandon traditional search because AI is becoming more popular.
Nor should it ignore AI-powered discovery entirely.
A customer might find a service through Google Maps.
Another might read a blog article.
Another might ask an AI assistant for general recommendations.
Another might arrive through a family member's referral.
The customer journey is becoming more varied.
Marketing strategies should reflect that variety.
Don't Confuse AI Adoption With Digital Adoption
Someone may be very comfortable using the internet without choosing to use a generative AI chatbot.
They may manage financial accounts online, shop through ecommerce websites, communicate by email, and research companies through Google.
That person is digitally active even if they never open ChatGPT.
This is why businesses should avoid treating AI usage as the only measure of digital sophistication.
What AI Search Means for Businesses Serving Older Customers
AI-powered search creates another way for consumers to encounter business information.
A person might ask an AI assistant to explain the differences between service options, summarize a complicated topic, or suggest questions to ask a provider.
That information could influence how the person evaluates a business.
But companies cannot guarantee that an AI system will recommend them.
The Importance of Clear Business Information
If a website doesn't explain its services clearly, prospective customers may struggle to understand what the company offers.
Search engines and AI-powered systems may also have difficulty interpreting incomplete or inconsistent information.
Businesses should maintain accurate descriptions, relevant service details, contact information, and trustworthy content.
How Google Approaches AI Search
In its guidance for AI Overviews and AI Mode, Google explains that established SEO best practices remain relevant.
Google does not identify an additional set of special technical requirements exclusively for appearing as a supporting link in these AI features.
That means foundational SEO work remains important.
A technically accessible website.
Useful, reliable content.
Accurate business information.
Logical internal links.
Pages that search engines can discover and index.
AI Search Doesn't Replace Accessibility
Here's a point that deserves more attention.
Businesses may become so focused on appearing in AI-generated answers that they forget about the experience awaiting the visitor who eventually clicks through.
If someone discovers your business through an AI assistant and reaches a confusing website, the discovery alone hasn't solved the problem.
The website still needs to communicate clearly and support the next step.
AI can change how someone discovers your business. Good website design still helps them decide whether to trust it.
How to Market to Older Adults Without Being Patronizing
This is where thoughtful marketing becomes especially important.
Older consumers shouldn't be treated as one-dimensional stereotypes.
Not every older person wants the same lifestyle.
Not everyone is retired.
Not everyone has children or grandchildren.
Not everyone needs assistance using technology.
And not everyone over 75 has accumulated substantial wealth.
The messaging should reflect real needs rather than assumptions.
Focus on Benefits, Not Age Labels
A product might provide convenience, flexibility, comfort, reliability, or improved usability.
Explain those benefits directly.
If the product is specifically intended for an age-related need, describe that accurately and respectfully.
Otherwise, avoid unnecessarily making age the central feature of the message.
Use Authentic Representation
Marketing imagery should reflect the customers a business genuinely serves.
Avoid repeatedly portraying older people as helpless, confused, or dependent.
Likewise, don't assume every older customer is affluent, constantly traveling, or enjoying a luxurious retirement.
Authentic representation is more credible than exaggerated stereotypes.
Communicate With Respect
Clear writing isn't childish writing.
Simple navigation isn't simplistic navigation.
Accessible design isn't lesser design.
Respectful marketing makes information easier to understand without talking down to the audience.
Make Trust Visible
Explain services transparently.
Display accurate contact information.
Provide relevant business details.
Make pricing expectations clear when possible.
Use genuine customer feedback in accordance with review and advertising rules.
These practices support trust among customers of every generation.
Which Marketing Channels Should Businesses Prioritize?
There isn't one universal channel for older consumers.
The right mix depends on the specific audience, product, and customer journey.
However, several channels deserve consideration.
Organic Search
SEO can help businesses reach people who are actively searching for information or services.
Useful pages can remain discoverable beyond the lifespan of an individual social media post.
Google Business Profile
For local businesses, a maintained Business Profile helps customers find important information, including location, hours, and contact details.
Email Marketing
Email can be useful for communicating with people who have chosen to hear from a business.
Messages should be relevant, readable, and easy to navigate.
Businesses should honor consent and unsubscribe requirements.
Social Media
AARP's research indicates substantial social media participation among adults 50-plus.
Facebook and YouTube were among the most commonly used platforms in its 2026 findings.
But that doesn't mean every older audience will respond to the same social campaign.
Platform choices should be informed by actual customer behavior.
Paid Search Advertising
Paid search can help businesses reach people researching relevant services.
Targeting and messaging should follow applicable platform policies and laws.
Website Content
Helpful articles, service pages, testimonials, and clear FAQs can support several channels at once.
A customer might discover an article through search, receive it in an email, or encounter it through a social media link.
A strong website acts as the destination connecting these activities.
How Consumer Age, Wealth, and Digital Behavior Should Influence Marketing
The most useful takeaway from the wealth shift is not that businesses should stop marketing to younger people.
It's that marketing decisions should be based on evidence.
Consider the difference between common assumptions and more useful planning questions.
The objective isn't demographic exclusion.
It's more informed marketing.
A business should be able to explain why it's pursuing a particular audience.
The explanation should involve customer needs and business opportunities, not simply a fashionable assumption about which generation matters most.
What Does This Mean for Small Business Marketing Budgets?
Small businesses rarely have unlimited marketing resources.
Every investment needs a purpose.
The new Federal Reserve data offers a reason to examine whether current budget allocations reflect actual customer opportunities.
But it doesn't support blindly redirecting spending toward one age group.
Start With Revenue-Relevant Questions
Which customer segments purchase your services?
Which offerings generate sustainable revenue?
What problems are customers willing to pay to solve?
How do people typically find your business?
Where are qualified inquiries coming from?
The answers may reveal overlooked opportunities.
Improve the Website Before Buying More Traffic
If your website is difficult to use, increasing advertising spend may simply send more people into a frustrating experience.
Fixing navigation, readability, service information, and contact processes can be a sensible starting point.
Avoid Overly Narrow Targeting
A service may appeal to customers across generations.
Overly narrow campaigns can unintentionally exclude relevant audiences.
Some advertising categories also have restrictions on demographic targeting, especially for sensitive areas such as housing, employment, and certain financial services.
Businesses should evaluate both legal requirements and platform policies before launching campaigns.
Test Rather Than Assume
Develop reasonable hypotheses.
For example, perhaps your audience would respond better to clearer pricing information or more prominent phone contact options.
Make the improvement.
Measure relevant outcomes.
Compare results.
A thoughtful test is more useful than declaring that all older consumers prefer one specific design or message.
A 90-Day Plan for More Inclusive Digital Marketing
Businesses don't need to redesign everything overnight.
A practical approach can begin with reviewing what already exists.
Days 1–30: Understand Your Audience
Review current website analytics and conversion data.
Identify which products or services generate the most meaningful inquiries.
Gather frequently asked customer questions.
Audit important pages for readability, accessibility, and clarity.
Review the information available in your Google Business Profile.
If appropriate, speak with existing customers about their experiences.
Avoid collecting personal demographic data unless it is necessary, lawful, and responsibly handled.
The goal is to understand where customers encounter friction.
Days 31–60: Improve the Digital Experience
Prioritize issues identified during the audit.
Improve text readability.
Make navigation labels clearer.
Simplify contact forms.
Review mobile layouts.
Add relevant service explanations and FAQs.
Check that calls to action are visible and understandable.
Use meaningful headings and internal links to organize content.
Evaluate accessibility against applicable WCAG guidance.
Whenever possible, include people with different abilities and levels of digital experience in usability testing.
Days 61–90: Expand Visibility and Measure Results
Once the website foundation is stronger, review opportunities to reach relevant customers.
That might include updating existing SEO content, creating a useful educational article, refining a local service page, or testing an email campaign.
Businesses can also examine how AI-powered search systems respond to relevant questions about their services.
Treat those observations as limited checks rather than guarantees of future AI visibility.
Track meaningful outcomes.
Qualified inquiries.
Completed contact forms.
Phone calls.
Relevant appointments.
Purchases.
The purpose of the process is not to prove that older customers are better customers.
It's to make sure your marketing isn't overlooking people who could genuinely benefit from what your business offers.
How to Measure Whether Your Marketing Reaches the Right Customers
The success of an inclusive marketing strategy shouldn't be measured only by impressions or total website visitors.
You need to understand whether the experience is helping people accomplish their goals.
Website Engagement
Review which pages people visit and where they encounter friction.
Engagement metrics can provide useful context, but they don't explain everything.
A short visit may be successful if someone quickly finds the contact number they need.
Conversion Performance
Measure meaningful actions.
For example, a service business might track inquiry forms, calls, and consultations.
An ecommerce company might track completed purchases and relevant checkout activity.
Usability Feedback
Ask real users to complete common tasks.
Can they find the services page?
Can they locate pricing information?
Can they submit a contact form?
Can they understand the next steps?
Observe problems rather than assuming why they occur.
Organic Search Performance
Use tools such as Google Search Console to review queries, impressions, and clicks.
Identify whether your content aligns with relevant customer questions.
Customer Satisfaction
Review legitimate customer feedback and recurring concerns.
If people consistently struggle with one part of the website or purchasing process, that may represent an improvement opportunity.
Ultimately, the best marketing strategy doesn't simply attract more attention.
It helps relevant customers make informed decisions with less friction.
The Broader Economic Lesson: Not Everyone Is Getting Richer
It's tempting to take the headline about wealthy older Americans and conclude that the U.S. consumer economy is doing exceptionally well.
But the broader survey paints a more complicated picture.
Yes, median family wealth rose overall.
Yes, older asset-owning households experienced substantial gains.
But younger families experienced significant declines in median net worth.
And many families reported problems making loan payments.
The Federal Reserve's findings remind us that an improving headline statistic doesn't mean every household feels financially secure.
That matters for businesses because customer expectations are shaped by financial realities.
Some people are comfortable making significant purchases.
Others are comparing prices carefully.
Some prioritize convenience.
Others prioritize affordability or reducing uncertainty.
These differences exist within age groups, not just between them.
Marketing Should Reflect Economic Reality
A business offering premium services should explain the value customers receive.
A company serving budget-conscious shoppers should communicate pricing and practical benefits clearly.
A service provider should avoid promising outcomes it cannot support.
Good marketing connects an appropriate offering with a genuine need.
It doesn't exploit financial anxiety or assume that wealth statistics reveal everything about an individual's circumstances.
What the Wealth Shift Means for the Future of SEO and AI Search
Looking ahead, the most important development may not be which generation leads in net worth.
It may be how businesses respond to an increasingly diverse digital audience.
People of different ages use different combinations of tools.
Traditional search engines.
AI assistants.
Social media.
Review platforms.
Email.
Company websites.
Personal recommendations.
Those channels influence how customers discover and evaluate businesses.
As AI-powered search continues evolving, businesses will need accurate, accessible content that can serve both human readers and search technologies.
But they should not forget the fundamentals.
Someone asking an AI assistant for a recommendation still needs trustworthy information.
Someone finding a business through Google still needs a usable website.
Someone comparing service providers still wants clear expectations.
And someone ready to make a purchase still needs a convenient next step.
The technology may change.
The importance of understanding the customer does not.
Frequently Asked Questions
Are Americans over 75 really the wealthiest age group?
According to the Federal Reserve's 2025 Survey of Consumer Finances, families headed by someone age 75 or older had the highest median net worth among the survey's age groups, at approximately $505,000. This describes the median for that group, not the wealth of every individual over 75.
How much did wealth increase for Americans over 75?
Median net worth among families headed by someone age 75 or older increased approximately 37% between the 2022 and 2025 surveys, after adjusting for inflation.
What happened to the wealth of younger Americans?
Families headed by someone under 35 experienced a decline of approximately 23% in median net worth between 2022 and 2025, according to the Federal Reserve survey.
Why do older Americans have more wealth?
Some older households have benefited from decades of homeownership, mortgage repayment, investment growth, and asset appreciation. However, these gains are not universal, and the survey compares age-group populations rather than the same individual families over time.
Does high net worth mean older adults spend more money?
Not necessarily. Net worth includes assets such as home equity and investments, which may not be readily available for everyday purchases. Income, liquidity, financial obligations, and personal preferences also influence spending.
Why should businesses market to older adults?
Older adults may represent an important customer audience depending on the products and services a company offers. Businesses should evaluate real customer needs, purchasing behavior, and market opportunities rather than assuming younger consumers are always more valuable.
Are older adults shopping online?
Yes. AARP's 2026 technology research found substantial ecommerce participation among adults age 50-plus. However, online shopping behavior varies, and those findings should not be treated as specific estimates for adults age 75 and older.
Do people over 65 use smartphones?
Many do, although usage differs across age groups and personal circumstances. AARP's broader research on adults 50-plus found high smartphone ownership, but the precise rate among people over 65 or over 75 may differ.
Do older adults use ChatGPT and other AI tools?
Yes, some do. Pew Research Center reported in June 2026 that 23% of adults age 65 and older had used AI chatbots. Adoption among older adults was lower than among younger age groups.
What is the best digital marketing strategy for older consumers?
There is no universal strategy. Effective approaches begin with understanding the actual audience, offering clear information, using accessible website design, and choosing channels based on customer behavior rather than age stereotypes.
Is Facebook a good platform for reaching older adults?
Facebook may be relevant for some older audiences. AARP's research shows substantial Facebook use among adults age 50-plus. However, platform effectiveness depends on the specific audience, campaign objectives, creative content, and business offering.
How does website accessibility affect older customers?
Accessible design can help address barriers related to vision, dexterity, hearing, or other needs that may become more common with age. Features such as readable typography, clear navigation, appropriate contrast, and usable forms benefit a broad range of visitors.
Does accessible web design improve SEO?
Accessibility and SEO share several useful practices, including logical headings, descriptive links, meaningful image text, and clear content organization. However, accessibility compliance is not a guaranteed search ranking improvement.
Should businesses create SEO content specifically for seniors?
Only when the content genuinely addresses relevant customer needs. Businesses may benefit from explaining products or services that are useful to older customers, but content should be accurate and avoid unnecessary age stereotypes or repetitive keyword targeting.
Can AI search help older adults find businesses?
Potentially. AI-powered search can help users research services and compare information. However, adoption varies by age, and businesses should maintain traditional search visibility alongside their efforts to understand newer discovery tools.
How should businesses optimize their websites for AI search?
Start with established SEO practices: accessible pages, accurate business information, clear service descriptions, helpful original content, and appropriate technical optimization. Google states that its AI search features do not require special additional technical optimization methods.
What's the difference between Baby Boomers and people over 75?
Baby Boomers are generally defined as people born between 1946 and 1964. In 2026, that group spans roughly ages 62 to 80. Therefore, the 75-plus category includes some Baby Boomers as well as people from older generations.
Should businesses stop marketing to Gen Z and millennials?
No. The Federal Reserve's findings do not establish that younger consumers are unimportant. Businesses should determine their target markets based on relevant needs, customer behavior, purchasing potential, and business goals.
Which industries might benefit from more age-inclusive marketing?
Potential examples include travel, retail, home services, professional services, and businesses offering products designed for long-term comfort or usability. The opportunity depends on actual customer demand rather than age alone.
How can small businesses make websites easier for everyone to use?
Prioritize readable content, clear navigation, accessible forms, mobile-friendly layouts, straightforward calls to action, and meaningful usability testing. Following applicable WCAG guidance can help create a more inclusive experience.
Sources and Further Reading
The financial data, technology adoption findings, accessibility recommendations, and search guidance in this article are supported by the following resources:
Federal Reserve — 2025 Survey of Consumer Finances Announcement — October 9, 2026. Official release documenting changes in family wealth, income, assets, debt, and financial circumstances.
Federal Reserve — Survey of Consumer Finances — Primary source for the latest survey, historical data, supporting documentation, and methodology.
Associated Press — Americans 75 and Older Are the Wealthiest Age Group — October 9, 2026. Reporting on median wealth gains among older households and declines among younger families.
The Wall Street Journal — Affluent and Older Americans Got Much Richer — Analysis of household wealth changes, asset appreciation, and economic differences.
Federal Reserve — Measuring Spending in the Survey of Consumer Finances — October 9, 2026. Research examining differences among income, wealth, and actual spending.
AARP — Research Insights on Technology — Findings from 2026 technology research on adults age 50-plus, including ecommerce, smartphone ownership, social media, and generative AI adoption.
Pew Research Center — How Americans' Opinions and Use of AI Differ by Age — June 17, 2026. Survey research examining AI chatbot adoption and usage across age groups.
World Wide Web Consortium — Older Users and Web Accessibility — Guidance on accessibility considerations relevant to older website visitors.
W3C — Developing Websites for Older People — Practical guidance connecting accessibility standards with older users' needs.
Nielsen Norman Group — UX Design for Seniors — Usability research and design recommendations for older audiences.
Google Search Central — SEO Starter Guide — Google's foundational recommendations for search engine optimization.
Google Business Profile — Tips to Improve Local Ranking — Google's guidance on relevance, distance, prominence, and accurate local business information.
Google Search Central — AI Features and Your Website — Official guidance on AI Overviews, AI Mode, and website eligibility.
Final Thoughts: The Best Marketing Strategy Doesn't Have an Age Limit
The Federal Reserve's latest wealth survey is an important reminder that the American economy doesn't look the same for every generation.
Families headed by people age 75 and older now lead the country's age groups in median net worth.
Younger households are facing very different financial circumstances.
And the relationship between age, wealth, spending, and technology is more complicated than many marketing assumptions suggest.
For businesses, the takeaway isn't that everyone should suddenly focus on senior consumers.
It's that great digital marketing shouldn't overlook valuable customers because of assumptions about their age.
Your audience might include younger professionals, established homeowners, retirees, entrepreneurs, or people navigating major life changes.
The right approach is to understand their needs and create an online experience that makes your business easy to discover, understand, and contact.
That means investing in clear content.
Useful SEO.
Accessible design.
Trustworthy business information.
And a thoughtful approach to AI-powered search.
Because a website shouldn't be designed only for whichever generation is dominating social media this week.
It should be designed for the people your business actually serves.
And the easier you make it for those people to find what they need, the stronger your digital presence can become.
Is Your Website Reaching the Customers Who Matter?
At Ritner Digital, we believe effective digital marketing starts with understanding your audience, not chasing assumptions.
Your website, SEO strategy, content, and AI search visibility should work together to help people discover your business, understand its value, and confidently take the next step.
Whether you're trying to reach a broader customer base, improve your website's accessibility, strengthen local SEO, or prepare for the evolving world of AI-powered search, Ritner Digital can help you build a more thoughtful digital strategy.
Because the best website isn't necessarily the one with the most features.
It's the one that works for the people who need it.
Let's talk about your website, SEO, and digital marketing strategy. Contact Ritner Digital →