La Generación Silver vista por los jóvenes Z

Generation Z and the Silver Generation currently receive significant attention in the marketing and communication strategies of many brands in Spain. The former has gained notable prominence in recent years due to its consumption potential, while the latter has become a strategic segment in the current context of population aging. This study examines, from an intergenerational perspective, how members of Generation Z perceive the representation of Silver consumers in advertising. To analyze young people’s perceptions and values regarding advertising messages, a survey was conducted with 201 university students. The findings show, among other aspects, a predominantly positive assessment, highlighting the value of generational diversity and the emotional potential of inclusive messaging.