Consumers don't stand still. Your marketing playbook shouldn't either. If consumers lived in neat boxes, strategy would be easy. 18-34. 35-54. 55+. Moms. Gen Z. Empty Nesters. But people don't live that way. The biggest consumer shifts don't happen on birthdays. They happen when life changes.

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.

Gen X has the highest spending power of any generation. Why are they invisible in marketing?