The holidays are supposed to feel familiar. But for many people, they also mark change. It might be the first year in a new city. The first year without someone. The first holiday with a new baby, a new partner, a new job - or a new reality altogether. Even the most "traditional" seasons sits on top of transition. And yet, year after year, marketing leans on sameness: cheerful predictability, nostalgia, and "just like always" messaging.

Midlife women are driving trillions in spending. Why are they still missing from the strategy room?

Aging isn't just a demographic shift - it's a business shift. Here are 4 key forces shaping the 50+ market in 2025 and beyond.