Morning Light Strategy Presents at esomar North America 2025
- Nicole Munsey
- Nov 6
- 2 min read
Our paper, The 100-Year Life Breaks Your Consumer Playbook, reflects the ideas shared during our esomar presentation.
(Washington, DC / November 5, 2025)
Morning Light Strategy was selected to present at esomar Trends Horizon 2025.
As part of the program, presenters are asked to submit an accompanying paper to document and extend the thinking behind their session. Our paper, The 100-Year Life Breaks Your Consumer Playbook, reflects the ideas shared during our esomar presentation and explores how longer lifespans are reshaping consumer behavior - and why traditional, age-based approaches to segmentation are increasingly insufficient.
The paper argues that age is no longer a reliable proxy for consumer behavior. Instead, moments of transition (shifts in identity, lifestyle, and health) often act as the real drivers of changing priorities, routines, and spending.
Drawing on Morning Light Strategy's research with older adults, caregivers, and midlife consumers, it introduces a life transitions-based framework to help brands rethink how they segment, innovate, and communicate in the era of the 100-year life.
The presentation and paper were part of esomar's Trends Horizon program, which features selected perspectives on emerging themes shaping the future of insights and strategy globally.
Read the author manuscript (PDF):
Note: This document is the authors' original manuscript prepared in conjunction with an esomar Trends Horizon 2025 presentation. The official conference papers are published by esomar.
Contact: Nicole Munsey (773) 386-0298, info@morninglightstrategy.com
About Morning Light Strategy: Morning Light Strategy is an insights & advisory agency on a mission to help brands, agencies, and innovators understand consumers through the lens of life transitions - reframing aging, caregiving, and longevity as opportunities for growth and connection.
To learn more, visit: www.morninglightstrategy.com
About esomar: esomar is the champion of the insights and analytics sector. It is the business community for every sector professional. Founded in 1947, the global membership association is a network reaching over 40,000 professionals and 750+ companies in 130+ countries. They support individual and corporate members supplying or using insights by helping them raise ethical standards, grow the demand for insights, and improve its uses and applications by all decision-makers.
To learn more, visit: www.esomar.org
