It's not that age is irrelevant; it's that it's insufficient. What truly shapes how people live, spend, and connect are the transitions and life stages they're moving through. That's why two women at 55 may share a birth year, but not a worldview. And why the categories they prioritize, the messages they respond to, and the products they seek out will look nothing alike. If your brand sees all of them as one "55-year-old woman," you'll miss both the nuance and the opportu

Wellness isn't a trend. It's a shift. For years, "wellness" has been treated as a trend driven by optimization culture - green juices, step counts, mindfulness apps, and supplements curated for 30-somethings chasing peak performance. But there's a bigger, more powerful shift underway: the rise of the longevity economy.

What should the next generation of reimagined board games designed for older adults look like? That's the question Ageless Innovation brought to us. Known for their line of Joy for All companion pets and a growing portfolio of re-designed classic board games, Ageless Innovation wanted to explore how today's older adults, and the people who play with them, think about games