Our Insights

People are living longer, more dynamic lives.

That reality is quietly reshaping how consumers make decisions, yet many brands are still planning around static demographics, fixed life stages, and predictable journeys.

This POV introduces Life in Motion™, a strategic lens for understanding consumers through the transitions that reshape routines, priorities, and behavior.

Multi-generational travel is booming – but most brands haven’t caught up.

Families want to travel across generations, but planning is complex, experiences are mismatched, and messaging often misses the real decision-makers.

The future is old – but it’s also in motion.

From Gen X redefining 50+, to midlife women’s economic power, to the caregiving economy, to longevity reshaping wellness – these are the shifts that will set the agenda for brands in 2025 and beyond.

In this paper, we explore 4 critical questions AgeTech innovators should be asking about their AgeTech before going to market to ensure you are creating consumer relevance and maximizing your in-market potential.

We break down each of the 4 critical questions into relevant components and demonstrate the crucial importance of ensuring the questions are answered from the perspective of potential users, not from the innovator’s perspective.

There is enough common ground between Baby Boomers and Gen Z to develop effective marketing that resonates across both groups and bridge the generational divide.

Our latest insight report provides strategies for cross-generational marketing, as well as guidance on how to re-frame generational perceptions and avoid stereotypes in advertising.

During Pride Month, brands often talk about LGBTQIA+ people, but how often do we hear directly from those individuals?

Our latest insights bring to life the voices of the LGBTQIA+ population and examine the contrasts between the journeys experienced by Older and Younger members of the community.

The future is old. If your brand is only focusing on Millennials and Gen Z, then you're missing out on the largest, fastest growing, and most valuable consumer demographic: the 50+ consumer.

Which brands do Older Adults in the US really trust? Our latest research unveils some eye-opening insights into the trusted brands of people aged 50+. Out of the 148 unique top-of-mind brands trusted most by this demographic, not a single one of them falls into categories traditionally aimed at Older Adults.