Morning Light Strategy was recently featured in The Globe and Mail (Canada's leading national newspaper) in an article exploring why older models and celebrities are increasingly visible in fashion campaigns.

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.