The marketing research world traditionally avoids a lot of fieldwork during the holidays. The logic is that December is "not representative" of normal behavior. But, if the only time we gather data is in months where people feel steady, rested, and regulated, we end up modeling behavior that exists only in ideal conditions. Most people don't make decisions in ideal conditions.

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

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.