TREND—AGING REBRANDED: POSITIVELY COOL
Companies Target the 55+ with the Cool Products & Campaigns Once Reserved for Millennials
This is an excerpt from “Aging Rebranded: Positively Cool” in the 2020 Global Wellness Trends Report.
The 60+ generation is aging radically different than previous generations. They start businesses, run marathons, and travel widely. With increased longevity and substantial wealth, they put a premium on health, wellness and nutrition. And yet, this powerful demographic attracts only 10 percent of marketing budgets and less than one percent of global innovation. That’s changing dramatically, as many industries are now targeting seniors with product design, experiences and campaigns with a cool factor once reserved for millennials.