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4 Shifts Reshaping Business in 2025
Published: April 2025
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.
This report explores the biggest forces driving consumer change and what they mean for strategy, innovation, and growth.
Backed by proprietary insights and market data, this report shows where businesses must adapt now to stay relevant.
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Key Takeaways Include:
1 / Gen X is Redefining 50+: With the highest spending power of any generation, Gen X is digital-first, skeptical, and experience-driven. Brands that overlook them risk losing their most valuable customers.
2 / Midlife Women’s Economic Power is Expanding: Women 40+ control trillions in spending, yet are barely visible in advertising. Their influence stretches across industries: auto, travel, healthcare, and the emerging menopause market.
3 / Caregiving is a Major Economic Force: The $600B “shadow economy” of caregiving shapes purchase decisions across categories, from health to home to financial services. Caregivers aren’t just buying differently; they’re rewriting the rules of consumption.
4 / Longevity is Reshaping Health & Wellness: Consumers aren’t trying to look younger; they’re investing in living better, longer. From personalized health to longevity-focused beauty & fitness, this shift will redefine wellness for the next decade.
Morning Light Strategy is a participant in AgeTech Collaborative ™ from AARP®
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