Focusing on 50+

A Division of The King’s Indian, Inc.

Over 73% of the wealth in the US is held by people over 55. Despite controlling the lion’s share of disposable spending, they are ignored and belittled by marketers

DEEP UNDERSTANDING OF AGING

We help brands build empathy and relationships with this segment, through bonafide familiarity and understanding.

Our approaches are varied and bespoke to the needs at hand, but primary research is central.

Ethnography

We tap a variety of qualitative and quantitative methods to build robust representations of groups of people who are older. Be it in-home interviews, virtual focus groups, or shop-alongs, we dig deep to gain insight into the experience of living while aging.

We have explored topics such as work-life balance, romance & dating, social stigma and invisibility, and discretionary spending.

Usability

As we age, new usability elements enter the picture. There are the obvious accessibility issues such as hearing loss and presbyopia, but there are more subtle usability elements that impact user experience. Cognitive changes shape the way older individuals interface with technology, as do issues such as falling behind in the visual vernaculars that define UX design.

When thinking about usability, we help bring this important segment into focus for your designers.

Brand Affinity

Older individuals often feel ignored by brands or worse — they feel irrelevant or even a nuisance. This may come through product attributes, marcom execution, channel strategy, social strategy, or via retail experiences.

Vitality in aging comes from a sense of staying connected and current with the times. Brands that welcome older individuals into the fold can benefit from their spend and loyalty.

Learn what it takes to speak to your older consumer segment and avoid the pitfalls of agism.

Experience Design

When building out immersive experiences or defining your service design, the needs of older individuals are often discounted, minimized or ignored.

We worked with design teams to find ways to craft overall experiences that serve all your constituents to drive passion and loyalty.

Users. Purchasers. Decision Influencers. People over 50 are experiencing longer healthspans. Vitality is core to an aspirational aging experience.

In competitive and over-saturated markets, this segment is often overlooked.

Learn how to tap older adults strategically within the context of your overall brand & business strategy.

Move Beyond Charicature

Older adults in the US are a varied and diverse group. Yet they are represented in advertising and marketing only in the common denominators of aging.

Elders are not simply the ill, the incompetent, the forgetful.

To speak to this vital and engaged audience, tap into their vitality and passions.

Age-Specific Needs

Our research explores the age-related needs of this specific cohort. Cross-cutting these broad fields of interest are the fundamental physiological, psychological, sociological, economic, and political forces at play.

To design and market to older individuals, it is imperative to have a broad, vertically integrated understanding of their lives. Some topics of particular interest are:

  • Financial

    Between fixed incomes, new expenses and AI-driven fraud, seniors face particular financial needs.

  • Social/Emotional

    Loneliness, loss of partners, entering the dating space, and even STDs are part of the landscape of older adults.

  • Physical

    Diminished physical abilities are a reality as people age. It impacts human factors as well as their other domains of life.

  • Technological

    Beyond human factors, the central place of technology in our lives introduced unique barriers and challenges as people age.

Life-stage-Specific Needs

Age and life-stage only loosly correlate. We explore distinct life-stages, regardless of where they fit from a ch

  • Aging Workers

    Embedded in the workforce but looking ahead at retirement, this segment is beginning to play and think about growing older. Investment postures are changing. Priorities are in review.

  • Transitioners

    Transitioners are walking away from the hallmarks of middle age and transitioning into being elderly.  Retiring, downsizing, succession planning, etc. are relevant.

  • Seniors

    Seniors have fully transitioned into the next lifestage.  They may be living in a retirement community or assisted living facility.  Or with adult children.