Morning Light Strategy is an insights and strategy agency that helps clients maximize their growth potential among the fast-growing segment of people aged 50+
(Chicago / February 27, 2025)
One year ago, we launched Morning Light Strategy with a clear mission: to change the way businesses think about aging.
A lot has changed in 12 months. More brands are recognizing that the 50+ market isn't just growing - it's driving the biggest shifts in consumer behavior today. But most organizations still aren't adapting fast enough.
This past year has been one of growth, learning, and shifting conversations to help brands understand that aging consumers aren't just an audience to recognize, but a force shaping every industry.
Here's what we've built - and what's coming next.
What We've Built So Far
By the Numbers: A Year of Growth & Impact
Since our launch one year ago, we've...
Engaged > 7,600 consumers, including > 4,200 older adults.
Published 6 proprietary reports covering spending power and market influence, cross-generational communications, personal experiences, and AgeTech.
Spoken at 7 major engagements & media features from the SMASH and Insights Association conferences to the In Clear Focus and Conversations on Retail podcasts.
Worked with clients across 6 sectors spanning marketing/advertising, feminine care, food & beverage, healthcare, AgeTech, and senior living.
And we're just getting started.
"It was great partnering with you on this project & we are really happy with all of the powerful statistics we got out of it which shaped our messaging around National Family Caregivers Month."
Allison Riley, Brand Manager
A Place for Mom
What We've Learned:
Aging Consumers are Redefining the Market
The biggest consumer shifts of the next decade won't come from younger generations - they'll come from aging consumers.
Gen X is aging into the 50+ category, bringing a digital-first mindset and different expectations from Boomers.
Midlife women are a rising powerhouse, controlling the majority of household spending (and already outspending Millennials and Gen Z in beauty, travel, and discretionary purchases!). They are increasingly demanding attention and representation from advertisers, as well as products and solutions to meet their needs.
Caregiving is a mainstream economic force. The 42 million Americans caring for older adults are reshaping consumer spending and consumer behavior, influencing everything from healthcare & finance to CPG & retail.
And we're helping our clients understand, adapt, and act on these shifts.
"The most overlooked business opportunity isn't just aging - it's life transitions. Caregiving, health changes, wealth transfer, retirement shifts, and changes to family and home dynamics - these drive billions in consumer decisions. The brands that design for these transitions will lead the next decade."
Dana Keilman, CEO & Co-Founder
What's Next for Us?
The next phase of our work isn't just about proving why the 50+ market matters - it's about helping out clients adapt to these shifts in real time.
Key Industry Shifts We're Tracking:
Menopause & Women's Health: Midlife wellness, beauty and functional health are growing market opportunities.
The Wealth Shift & Financial Planning: Inheritance, caregiving costs, and longevity are reshaping financial behaviors.
Retail & E-Commerce for 50+: UX, accessibility, and product design need a major rethink.
Tech & AI for Aging: Assistive tech, voice AI, and personalized solutions for older consumers are on the rise.
Upcoming Speaking Events:
On Aging 2025: (April 21-24, Orlando)
Age of Innovation Conference: (April 25, Orlando)
LeadingAge Illinois: (July 21 - 23, Chicago)
Upcoming Thought Leadership:
Some topics we'll be exploring this year include:
Perimenopause/Menopause: What do attitudes & perceptions look like across generations & genders?
Sex, Relationships & Aging: What's really happening in the 50+ dating & intimacy space?
Drugs, Alcohol & THC: changing habits, social norms & the wellness factor among older adults.
Food & Nutrition: what older adults really want from brands in grocery, dining and health
Want to collaborate or get early access to our latest insights? Let's talk.
We couldn't have done this without our clients, partners, and everyone who has engaged with our work this past year.
The next phase? Moving beyond awareness to action.
Let's shape the future of aging, together.
One of our clients recently said it best:
"This is such great work and I can't wait to see what comes next!"
CMO, Healthcare
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 and organizations plan and position for the global shift toward an older and longer-lived 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
