Welcome to Happy Days Agency
We help brands grow with Gen X and Boomers: 45+ consumers who control half of UK spending and never compromise on quality
We help brands grow with Gen X and Boomers: 45+ consumers who control half of UK spending and never compromise on quality
Consumers in their prime earning and influence years — Generation X and Baby Boomers — contribute £602 billion annually to the UK economy and control over half of all household spending. With the majority debt-free and holding significant savings, they represent the most financially secure growth audience in Britain. Yet they remain largely invisible in marketing.
Only 12% of UK adverts feature Gen X or Boomers in a leading role, and just 29% of TV advertising includes them at all. The disconnect runs deeper. These consumers are not price-led. They research carefully, value quality, and 64% refuse to compromise on brands they trust. They are ready to invest in premium products and services — but only with brands that treat them as capable, relevant and intelligent.
So why do so many campaigns fail to connect? Most UK agencies are built around youth culture. The average agency employee is 33.9 years old, and only 6% of agency staff are over 50. As a result, youth-coded tactics and assumptions are routinely applied to midlife audiences who see straight through them — leading to missed opportunity, weak performance and wasted budget.
We understand these audiences because we are these audiences. This is lived experience with decades of expertise. We know:
Principles that shape how we approach midlife audiences
and why our work resonates where others miss.
Gen X and Baby Boomer feel undervalued and overlooked by the vast majority of brands in these categories:
Financial Services, Healthcare & Wellness, Travel & Hospitality, Property & Homes, Premium Retail & Luxury, Entertainment & Sports, Technology & Media.
If your current marketing isn't resonating or reaching your most valuable customers, we'd love to talk.
Our team combines decades of experience at leading UK, European, and American agencies with lived understanding of Gen X and Boomer audiences. We don't just study this demographic — we are this demographic, with the marketing expertise to back it up. Alongside Mike Mathieson (Chairman), Anthony Ackenhoff (CCO) is founder and CEO Jez Jowett: Havas, Omnicom, and Cake. Gen X.
Let's talk about how to reach the 50+ audience that actually drives your revenue.
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