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This article is adapted from a recent webinar conversation with Michelle Taves, VP and Group GM, and Larisa Bedgood, Head of Marketing, on the five high-intent audiences brands should prioritize in 2026. You can watch the full webinar here: [Watch the full webinar]
Every year, more than four million Americans turn 65.
But what turning 65 looks like today is very different than it used to.
A generation ago, that milestone often meant a clear shift into retirement. Work slowed down. Spending tightened. Big decisions were mostly behind them. That’s no longer the case.
Today’s retirees and near-retirees are rewriting the rules.
Many are working longer. The Bureau of Labor Statistics reports that labor force participation among adults ages 65 to 74 has steadily increased over the past two decades, partly due to a shift toward phased retirement and continued engagement.
Others are stepping away from full-time work while staying active in consulting, part-time roles, or passion projects. What’s consistent across this group isn’t withdrawal. It’s intention.
They’re making thoughtful decisions about how they live, where they live, and what they spend money on next.
Downsizing doesn’t mean disengaging
This audience is often labeled as “downsizers,” but that label can be misleading.
Yes, many are moving into smaller homes. They’re less likely to take on long-term debt or sign a 30-year mortgage. They’re thinking carefully about fixed costs and simplifying where it makes sense.
But downsizing doesn’t mean slowing down.
In fact, for many, it creates freedom.
Travel, in particular, becomes a priority. According to AARP, adults 50 and older account for more than half of all U.S. travel spending, with retirees increasingly prioritizing experiences over material purchases.
Experiences that were postponed earlier in life finally move to the top of the list. Time opens up, and spending shifts toward things that feel meaningful now.
That combination of financial awareness and lifestyle intent makes this audience especially valuable.
Brands often overlook this group
There’s a lot of excitement around younger audiences, and for good reason. Gen Z and millennials get a lot of attention in marketing conversations.
But that focus can cause brands to overlook audiences that may be an even better fit for their products or services.
Retirees and downsizers often have strong purchasing power. he Federal Reserve reports that households led by adults age 55 and older control the majority of U.S. household wealth.
Ignoring this group because they don’t fit a “young and trendy” narrative is a missed opportunity.
This audience is more digitally engaged than many assume
One common misconception is that retirees are best reached only through traditional channels.
Direct mail can absolutely work well with this group. But it shouldn’t be the only channel in play.
This audience is digitally active. They use email. They research online. They browse, compare, and engage across channels. Many are comfortable using technology because they’ve spent decades adapting to it as it evolved.
The brands that perform best with this audience tend to test across channels rather than relying on assumptions. Digital and physical touchpoints work better together than in isolation.
It starts with understanding the household
Age alone doesn’t tell the full story.
What really matters is what’s happening inside the household. Travel planning. Healthcare considerations. Lifestyle priorities. Financial goals. These signals help brands understand where someone is headed, not just where they’ve been.
When you combine demographic data with behavioral and interest-based insights, you can see the full picture. That’s where smarter targeting starts.
Retirees and downsizers aren’t one-size-fits-all. But when you understand what’s driving their decisions, they become one of the most predictable, high-intent audiences available.
Why retirees and downsizers belong in a 2026 strategy
This audience is growing.
Their spending is intentional.
Their decisions are often tied to long-term loyalty.
They’re not winding down. They’re recalibrating.
To see how retirees and downsizers fit alongside other high-intent audiences shaping next year, download the full report on the five audiences brands should be targeting in 2026.
[Download the 2026 High-Intent Audiences White Paper]
