Skip to content
EN/DE

All-age-inclusive marketing, an untapped potential

The global population is aging, with one in six people projected to be over 60 by 2050. Given these shifts, it is staggering that the advertising industry often remains oblivious to the older generations and the strategic opportunities they represent.

The demographic shift

By 2030, every Baby Boomer will have reached the retirement threshold of 65, heralding a significant shift across the health, beauty, and well-being sectors. This demographic revolution is not merely about living longer; it’s about living better. Today’s consumers are increasingly seeking healthier, more vibrant lives, yet ageism within society remains a stubborn barrier.

The Ageism Challenge

The oversimplified label ‘over 50’ bundles together an incredibly diverse group spanning multiple decades—a blunt approach that overlooks the rich tapestry of experiences characterizing each stage of later life. This widespread generalization doesn’t just obscure the true diversity of this demographic; it also crimps the potential for precisely targeted, highly effective marketing strategies.

Innovations in Age-Specific Products

Amidst this backdrop, some forward-thinking brands have started to stand out by crafting offerings specifically tailored to the needs of older generations. Nestlé, the global food behemoth, is leading the charge by pivoting towards the unique nutritional needs of the aging population. The company is refining its products to help older adults maintain a healthy weight, preserve muscle mass, and avert micronutrient deficiencies, with adult and medical nutrition now accounting for 30% of its portfolio. Notably, Nestlé has introduced Vital Pursuit—meals fortified with extra protein and fibre tailored for users of GLP-1 weight-loss medications. 

In a similar vein, Danone is expanding its focus into developing food solutions catering to the nutritional needs of both the aging population and cancer patients.

Embracing all generations

These pioneering efforts underscore a tremendous opportunity for businesses willing to innovate and adapt to the nuances of the aging market. Companies that engage this demographic with empathy and insight, recognizing and responding to their specific needs and aspirations, will not only cultivate deep loyalty but are also set to drive robust growth for years to come.

 
Picture of Author

Author

Mina Baginova

Share the signal.

More Signals

What gives meaning to our lives?

28.11.2024

A study conducted by the Dutch newspaper Trouw in collaboration with Ipsos and UvA professor Digital Humanities Rens Bod explored how contemporary definitions of

Magical Realism

15.11.2024

Magical realism—a genre where fantasy sneaks into the fabric of everyday life—is enchanting the luxury industry, transforming brand storytelling into something as captivating as

About

Our model

Signals

Contact

Imprint
Data protection

Stay relevant.
Sign up for our
bi-weekly Signals.

A bi-weekly newsletter in which we keep track of what’s going on in the world and translate based on our sociocultural knowledge, what this means to brands.

Kim Pillen

Consultant

Before Kim Pillen started as a trend consultant at TrendsActive, she worked for four years as a creative strategist at Dept. For brands such as Philips, bol.com, Beiersdorf, JBL, and the Consumers’ Association, she built (online) campaign, brand, and social media strategies. After four years, she decided that she wanted to better understand people and society in order to advise brands more effectively. That’s how she ended up at TrendsActive. Here, she can do what she loves most: digging into people’s needs and then working with brands to see how and where they can be relevant and meaningful.

Douwe Knijff

Researcher

Douwe is fascinated by how people work. With a background in Interdisciplinary Social Sciences (Bachelor) and Psychology (Master) and an analytical mind he tries figure out how societal shifts manifest themselves through social culture and human behaviour.

Aljan De Boer

Keynote speaker

Aljan has been widely recognized as an inspiring professional speaker on the critical trends that will shape society in the decades to come. He works as the Head of Inspiration at TrendsActive, a trend consultancy from the Netherlands using social science to human-proof business decision for brands like

  • Disney
  • Vodafone
  • Hugo Boss
  • ASR
  • Rabobank

Next to his role at TrendsActive he is the Community Director at the Institute for Real Growth where he inspires and connects a global community of +400 CMOs.  

He has been on the board of the Dutch Platform of Innovative Marketing for almost a decade. Regular speaker and moderator for the Dutch Marketing Awards and 3 times winner of the best of MIE. 

Kees Elands

Founder & Strategist

Kees his purpose is to help ambitious leaders and brands to human-proof their business. In 2003 he founded TrendsActive, a trend consultancy enabling brands to become more human centric.

Kees consults global brands like

  • Disney
  • The Coca-Cola Company
  • Asics
  • Discovery Channel
  • Swiss Life
  • Vodafone

and many more.

Next to being the founder of TrendsActive, he is also initiator of the first academic trend master for executives at the University of Utrecht and is initiator of various trend studies and white papers on subjects like trust, meaning, visual culture & generations.

Kees Elands

Founder & Strategist

Kees Elands

Founder & Strategist