We All Know Populations Are Aging. That Is the Problem.
Societies are aging.
The Aging Consumer
How age shapes decisions – and how markets respond (or don’t).
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Latest posts
The Packaging Failure Nobody Logs
The redesign looked like a win.
Generations Give You Stories. Age Gives You Strategy.
Why age, not generations, should anchor your consumer strategy.
From Frail to Fearless: Why Stereotyping Older Adults Still Costs More Than You Think
The problem with rebranding old age as a performance of youth
Welcome to The Aging Consumer
How aging changes consumer decisions, category behaviour, and market opportunity.
When the Supermarket Leaves Town
What happens when older shoppers can’t reach fresh food anymore—and why the consequences ripple far beyond the checkout.
Losing Touch: Why Advertising Lands with Younger Audiences and Leaves Older Consumers Cold
Gen X and Baby Boomers control most consumer spending, yet they are the least influenced by advertising. Brands keep pouring billions into youth-focused campaigns that captivate younger audiences, but fail to resonate with the older consumers who matter most to the bottom line.
The Loyalty Myth: Why Brands Misread Older Shoppers
When Albert Heijn quietly discontinued its koekjes met kaneel, Carla, 67, was furious.
Losing the Human Touch: Why Aging Consumers Need More from Retailers, Not Less
One-third of adults over 45 report feeling lonely. Nearly one in four adults over 65 are socially isolated. In 2020, about 35% of U.S.
The Market Brands Keep Ignoring
A few years ago, a marketer told me something I have never forgotten.