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THE GRAY MARKET FUELS
THE LONGEVITY ECONOMY.

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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.

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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.

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That’s a mistake.
A costly one.

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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.

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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

OG Web Icons JJ_Drive Revenue

Drive
Revenue

Fill performance gaps and increase incremental sales.

The senior, older, 50+ audience is a growing target and has much more disposible income then other demographics

Grow Generationally

Brand affinity runs in the family. Purchase influence too.

The senior, older 50+ audience is growing and has much more disposible income to spend.

Expand
Loyalty

Reclaim lapsed brand loyalists and increase purchases.

The senior, older 50+ audience is growing and has much more disposible income to spend.

Acquire
Customers

Expand into new markets with precision and performance.

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