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  • Writer's pictureNicole Munsey

The Future is Old: Ipsos veterans launch Morning Light Strategy to help clients accelerate growth in the 50+ market

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+

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(Chicago, IL / February 27, 2024)

Dana Keilman, former Senior Vice President at Ipsos Innovation, and Nicole Munsey, also a former Senior Vice President at Ipsos and more recently Managing Director USA for Catalyx, today launch Morning Light Strategy

The founders apply their expertise in market research to generate powerful insights and strategic guidance on driving growth in the valuable and fast-growing 50+ market. 

Morning Light Strategy helps clients develop better strategies, innovations and communications for the senior (50+) demographic by more deeply understanding the needs, wants and opinions of older adults and their caregivers. 

The agency’s research services include solutions to discover new growth opportunities, build foundational learning among the 50+ population, and develop & optimize new products, services and marketing communications for 50+ consumers and their caregivers.

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The future is old.  We want to help AgeTech, senior living, consumer brands, NGOs, governments and healthcare organizations strategically plan and position for the global shift toward an older demographic."

Dana Keilman, Co-Founder and CEO

By 2030, 1 in 6 people in the world will be aged 60 years or over.  There are already over 40 million more Americans aged 50+ than there are Americans aged 18-34.  Yet many brands and advertisers are focused only on Millennials and Gen Z, missing out on a “massive opportunity” for growth.  Consumers age 50+ account for over 50% of annual U.S. consumer spending.  However, across their combined 40+ years working with Fortune 500 companies as specialists in marketing strategy and new product development, Keilman and Munsey know that most products and services are still developed for – and most research is conducted among – people younger than 50.

Keilman adds: As we become caregivers to aging parents, many of us are gaining a new perspective into the startling depth of unmet needs in this space. These needs touch all verticals: housing, social interaction, fitness, fun, education, travel, health & beauty and tech to name just a few. Focusing solely on younger adults is a glaring deficiency in companies’ strategic planning and innovation. Ultimately, our goal is to bring the right people into the development of stronger products and services that will benefit not only older adults but also our clients.”

Morning Light Strategy uses a blend of qualitative and quantitative research methods to uncover the attitudes, needs, emotions and behaviors of older adults and their caregivers. 

Nicole Munsey headshot photo

We also engage with a network of longevity and aging experts, statisticians, qualitative researchers, and ethnographic specialists, so we always bring the best thinking to each challenge.”

Nicole Munsey, Co-Founder & President

Contact: Nicole Munsey (773) 386-0298,

About:  Morning Light Strategy is an insights-based strategic consultancy that helps AgeTech, Senior Living, and other senior-focused organizations better develop and market products and services by more deeply understanding the needs, wants and opinions of 50+ adults and their caregivers.  To learn more, visit:


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