RESEARCH REPORT
China’s savvy silvers: The new face of aging
Accenture Chinese Consumer Insights
3-MINUTE READ
March 18, 2026
In brief
- In 2023, China crossed into moderately aging, with the population aged 60 and above surpassing 20%. By 2035, it is expected to reach CNY 30 trillion (approximately USD 4.3 trillion), representing about 10% of the country’s GDP and a meaningful driver of long-term demand.
- After decades of prioritizing family responsibilities and work, savvy silvers are moving back into the center of their own lives. As life priorities shift, so does the logic behind their consumption.
- Brands must rebuild how they engage this group—designing for both functional and emotional needs, earning value resonance, and preparing for a customer journey increasingly shaped by emerging technologies.
Older consumers, particularly savvy silvers (55–65, 70% in Tier 1–2 cities in our research), are becoming a major market force. Wealthy in time and resources, this group seeks independent, fulfilling lives. As emerging tech reshapes their shopping habits, digital and AI-enabled pathways are now strategically critical.
The silver economy: China’s next structural opportunity
As China steadily progresses to a “super-aged” society, a new generation of older consumers is stepping from the sidelines into the spotlight, increasingly autonomous and energized.
China’s older population is large and aging is accelerating, unleashing a vast wave of consumption demand. One crucial context is that China’s silver economy cannot be assumed to follow the same trajectory as developed markets. Instead, it will be shaped by China-specific realities—patterns of economic development, social culture and family structures.
As digital natives of the mobile era, savvy silvers view smart devices as essential infrastructure. Empowered by purchasing power and active engagement, they have evolved from passive adopters into proactive drivers of the digital economy.
77%
of savvy silvers linked it closely to online or hybrid experience when asked about a recent moment of happiness.
The changing face of old age
Traditional market views often reduce older consumers to three categories of spending: basic necessities, healthcare, and supporting children. Our latest research suggests that framing no longer holds for savvy silvers. Their living arrangements, consumption mix, digital habits and emotional drivers are changing in four tangible ways.
Many silvers are stepping out of the caregiver role and returning to the center of their own lives. Changes in residential arrangements provide structural grounding for the evolution of new silver lifestyles and consumption behaviors.
38%
of the savvy silver consumers live with their adult children in 2025, marking a sharp drop from 76% in 2021.
Savvy silvers are shifting from family-oriented saving to experience-led spending, prioritizing emotional resonance and daily quality of life. Compared to 2021, 2025 has seen a marked surge in budgets for travel, dining, and fitness, reflecting a growing commitment to self-reward and personal growth.
20%
more is being invested in travel and leisure respectively by 2025’s savvy silvers, when compared to their same-age counterparts from 2021.
Savvy silvers engaged themselves more in consumption across non-essential categories in 2025. This trend is a manifesto of their refusal to be pushed to the sidelines—a group that yearns to be seen, respected, and recognized.
52%
of 60–65-year-olds purchased beauty and skincare products in 2025, which represented a significant increase of 17pp compared with 2021.
Having built careers alongside digital tools, savvy silvers possess high tech fluency and trust. AI is further accelerating their adoption by lowering cognitive barriers and supporting their desire for autonomy. Many now favor AI-driven exploration and information gathering over traditional ways.
51%
of surveyed silver respondents use local AI tools, such as Doubao, Yuanbao, and DeepSeek—to explore new ideas and gather information.