The news: Advertisers are missing an opportunity to target consumers with the most buying power in an unlikely place: TikTok. Growth among users 45+ is skyrocketing, with adoption for this demographic increasing 1,200% between 2019 and 2025, per CivicScience.

Other demos are also growing:

• Users between 35-44 grew adoption from 7% to 44% between 2019 and 2025, a 529% jump.
• Adoption for 25-34 year olds climbed from 8% to 57%, representing a 613% increase.

The opportunity: Brands are shifting social advertising focus to Gen Z and Gen Alpha to capitalize on their growing digital buying power—meaning older generations, still a critical touchpoint, often get left behind. But there’s value in targeting older audiences.

• Older demographics like baby boomers often have more financial stability and disposable income than young consumers still finding their professional footing. This gives these audiences significant buying power, especially as wealth shifts toward older generations.