
Follow the Gray.
Find the Gold.
If you’re selling anything in the US or UK, a Gray Market Strategy isn’t optional—it’s essential. Ignore this powerhouse demographic at your own risk, and you're overlooking half your addressable market. That’s half the potential for bigger sales, stronger returns, and more impressive bonuses.
​
Here’s the reality:
In the US alone, the 50+ segment is 125 million strong, growing twice as fast as the 18-49 group. Yet, 95% of marketing dollars still target younger consumers—those with significantly less disposable income.
​
That’s a mistake.
A costly one.
​
At Openly Gray, we understand this market—we are this market. As experienced specialists in advertising, marketing, and public relations, we combine seasoned expertise with firsthand insight to craft strategies that resonate with today's most influential consumer group.
​
Stop overlooking Gray Market consumers and start celebrating them.
50+ GRAY MARKET
125 million
strong and growing
$8 trillion
in the bank
80%
of total US wealth
51%
contribution to GDP

Drive
Revenue
Fill performance gaps and increase incremental sales.

Grow Generationally
Brand affinity runs in the family. Purchase influence too.

Expand
Loyalty
Reclaim lapsed brand loyalists and increase purchases.
