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  • Writer's pictureNicole Munsey

Breaking the Stereotype: Understanding the Diverse Needs of Adults Aged 50+

New OLDER ADULT VOICES primary consumer research by Morning Light Strategy uncovers which brand(s) people aged 50+ truly trust and why.


One key implication from the research is that Adults Aged 50+ are not a monolithic group.


diverse group of senior adults


What brand(s) do you really trust and why?


We asked a nationally representative sample of US consumers aged 18+ to think about brands they trust, and to tell us which brand(s) come to mind and why.


Our 101 50+ adults spontaneously mentioned 148 unique brands across more than 15 categories.

word cloud highlighting top of mind brands among 50+ adults
Source: Brand Trust Among 50+ Consumer Research - Morning Light Strategy, May 2024

What do these results tell us?


Adults aged 50+ are not a monolithic group.

Just like younger consumers, adults aged 50+ have a wide range of preferences, interests, lifestyles and brand associations. Therefore, it is essential to segment your audience and tailor marketing and innovation accordingly based on consumer distinctions and category drivers - which probably does not include age!


infographic that makes the point that adults aged 50+ are non a monolithic group.  Data from recent research shows the number of brands and categories mentioned when asked what brands they really trust.    1) Our 101 50+ adults spontaneously mentioned 148 unique brands across more than 15 categories  2) Because, just like younger consumers, they have a wide range of preferences, interests, lifestyles and brand associations  3_  It's essential to segment the audience and tailor accordingly based on key consumer distinctions and category drivers - which is probably not age!

There's more to the lives of Adults aged 50+ than age.

Of the 148 unique brands that are top-of-mind trusted brands for our 50+ consumers, not a single one of them was related to age, retirement, healthcare, life insurance, incontinence, or other categories traditionally aimed at older adults.


Similarly, none of the reasons cited for why they trust the brands they trust related specifically to their age or life stage.


As with younger consumers, Older Adults lead diverse & multifaceted lives; they have interests, priorities and brand preferences that go beyond drivers related to their age or retirement status.


It's time to move beyond one-size-fits-all strategies for the "senior consumer" and start appreciating the rich tapestry of the 50+ market.


The future is old. Are you ready?


Click here to get started.



Research Methodology:  Online survey conducted May 15, 2024 among a nationally representative sample of N = 200 US Adults aged 18+, balanced to US Census on gender, age, and race/ethnicity (N = 99 Aged 18-49; N = 101 Aged 50+). 


About:  Morning Light Strategy is an insights & advisory agency on a mission to help brands and organizations plan and position for the global shift toward an older demographic. We help our clients make the strategic business, marketing and innovation decisions that will accelerate their growth among 50+ consumers and their caregivers.  To learn more, visit: www.morninglightstrategy.com

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